Case study 04 ยท THE ICONIC
Follow the brand
Letting users shop the brands they love and trust, and personalise their shopping experience by telling us which brands those are.
High-level goals
- Create a way for users to tell us the brands they love.
- Provide an easy way for users to shop by their loved brands.
- Inform users about the latest trends and updates from their favourite brands.
Early insights
We sent a survey to 10,000 users to understand how they currently shop and how they go about shopping for their favourite brands. It also asked how they want to stay in touch with the brands they love.
Hypothesis
We believe adding an ability for users to follow their favourite brands will increase their ability to shop the products they love. Overall, this should see our users more engaged.
The problem defined
“I am unable to easily and quickly shop by the products and brands I love and care about.”
Building empathy
From the survey, I built a persona to personify the respondents. It was a useful tool to share with the wider product team working on the project with me, and it became the starting point for every discussion as we addressed the problem.
The user journey
An overview of the journey Brenda, our persona, currently goes through when looking for the right product for a wedding.
It clearly outlined the pain points and opportunities in Brenda's journey. The product owner and team used it to create a backlog of opportunities to explore, then refined it with a priority matrix to define what held the most value. That gave us the basic MVP flow for the feature.
The impact
Letting users follow their favourite brands had a positive impact on their ability to find the products they love from the brands they love. It increased engagement, and it also had an impact on the total number of items bought by users who follow brands, compared with those who don't follow any brand.
