Topology - a custom eyeware brand - wanted to improve customer retention.
It had just launched a ‘try-it-on trial.’ New customers used the app to style glasses, paid ten dollars to receive a prototype that fit their face, and then ideally ordered a final pair of glasses.
The trial wasn’t going well. Many customers abandoned the flow after receiving the prototype. The team wanted to know how to boost customer retention after the trial.
Heuristic Evaluation
I helped identify challenges and opportunities with a few methodologies. First, I conducted a comprehensive heuristic evaluation of the app, website, customer service script, and physical prototype boxing experience.
Qualitative interviews
Next, I conducted in-depth interviews with customers who ordered prototypes and exited the flow. I compared their responses to customers who completed a purchase.
Problem identification, design iteration, testing
I identified several gaps in the messaging of the trial and the physical prototype experience. I worked on several iterations with the service team to produce alternative messaging and prototypes. I then tested these designs with past and current customers for feedback.
Retention Achieved
As a result of the insights I delivered, I helped the product team finalize and launch a new messaging and prototype experience. This work led to significant increase in customer retention after users completed the trial.