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
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
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
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%.