Mini & Me is a children’s clothing box subscription service, similar in concept to Stitch Fix. The onboarding style quiz is critical to the success of the business, being the main source for leads and lead conversions. The existing onboarding style quiz had a low conversion rate, and I was asked to try to increase the conversion rates for two metrics, along with updating the look and feel.
Recruited 82 non-customer usability testing participants from Facebook mom groups
Screener survey for participants made sure there was a diverse range of demographics
Selected 5 participants from different demographics for the existing onboarding flow usability test
The original onboarding style quiz flow had several usability issues that were apparent even before usability testing began – the most glaring point being that the flow felt like three totally different experiences. Steps 1-8 were mostly consistent, Step 9 was significantly different in style, and Steps 10-13 made a user account menu available which gave users an all to easy way out of the flow. In addition, Steps 12 and 13 had a duplicate success message, when there was still information to enter on Step 12.
Try to get parity with the existing flow
If the design is on par, design can’t be an issue in terms of drop off
Significant changes are needed at the end of the flow to prevent drop off
Because of the risk level of this project, I opted to begin with only small changes to the flow where absolutely necessary, specifically at the end of the flow. Instead of showing users the menu to access their newly created account, I eliminated the header on the Shipping and Checkout screens and only kept the step-tracker.
Other changes included making the hit area and size of the thumbs up/thumbs down buttons larger and more obvious, and splitting Features to Avoid and Colors to Avoid into two screens.
Another addition was to replay the information entered on the quiz, and clearly state the $20 styling fee that will be charged upon completion of the flow.
When A/B tested against the original, the “Facelift” version resulted in a significant increase in Accounts Created. Box Requests were exactly the same, leading to the assumption that the outfit images needed to change to see an improvement in that metric.
Major reductions in drop off were also made at the end of the flow:
Surveyed 65 moms, a mix of customers and non-customers, and gave them a $20 credit
Survey participants voted on 50 outfits, based on the gender and age of their own children
The outfits were styled by Mini & Me stylists using photos from the product dashboard
“I would have rated items of the outfits separate, i.e. I loved the pants but the top was just okay.”
“I often ignored the accessories when looking at the outfit, knowing my kids wouldn’t wear a hat or carry a purse.”
“I generally don’t like graphic tees or ones with sayings. I also prefer a more neutral palette and the majority had lots of colors and prints.”
“I wish I could take small quizzes like this prior to each box I take to give the stylist a better idea of what to send.”
Incorporate feedback from testing on existing onboarding flow into new concepts.
User test prototypes, iterate based on feedback, test again to create a Build-Measure-Learn loop.
Use the established baseline “Facelift” version as a jumping off point.
Two ways to display 20 outfits: in a grid format, and one-by-one. The grid won out in usability testing.
The best of grid and full-image: adding a zoom feature to the grid images allow users to see more detail.
I ended up testing 3 different versions of prototypes with 15 users. This final prototype is what went into production, and increased Box Requests by 20%.