FG Photo Studio Service A/B test
Simplifying the Ordering Process Easier Using ‘Build, Measure, & Learn’ Feedback Loop
Year of Project: 2019
Project Duration: 3 months
Roles of Project: Project Owner
#ServiceDesign
#ServiceEnhancement
#DesignResearch
#UXDesign
#SystemDesign
#ProjectManager
Summary
Ordering photo studio services online is new in the market, so our challenge of this project is “How can we make the process easier for users to learn?”
In photo studio service, there are many requests from sellers such as how their items should appear on the image, where the focus of an item should be taken on the image, and how the items should be styled with different preps. To transform this ordering process into online, we have regulated these options and came up with new terminologies to define them.
In our first six months of beta service, we have observed the order conversion rate/dropout rate and complaints from sellers. Based on the studies, we were able to make assumptions and test them.
How can we make the new ordering process easier for users?
PROBLEM 01
Problem_A
About 60% of incoming users leave the site after visiting
the first Landing page.
Assumption A-1
“On the first page, there must be an entry barrier that prevents users from exploring further.”
Verifying Assumption
According to the interviews conducted by the customer relationship team, some users were worried about accidentally being charged just by visiting the service, which kept them from exploring further on the first page.
Solution_A-1
Hypothesis
By embedding progress status bars on every five steps, users are likely to explore the service up and check the quotation of their order.
Action
Throughout the ordering process, Progress bar is located on the top of each page starting from the first page and each step is labeled with a page title for users to guide what to do and how many ordering steps remain.
Assumption A-2
“Vendors are not enticed to explore further by the contents on the first page.”
Verifying Assumption
From our interviews with vendors, we learned that the most important factor when choosing a photo studio service is model selection - vendors want a model who represents their brand/product.
During the development of the service, we knew that days of service delivery and model selection would be top priorities for vendors when choosing a photo studio service, but we didn't know that the model selection would be the absolute priority of all.
Solution_A-2
Hypothesis
By changing the ordering sequence, placing the model selection page on the first page, new users will be more likely to explore the ordering process from the first page up to the quotation page.
Action
Despite our efforts to change the ordering process sequence, we are unable to change it due to the logic set up to calculate the operation capacity of each order. The Logic calculates estimated total operating time when the user inputs the number of items and first selects a service package option and displays the available days for the order and model list on the selected days.
Instead of changing the ordering sequence, we have designed a service dashboard on the first page where we will update the model lineup for the next 30 days and new models.
Result_A
Results
Between the first and second pages, the conversion rate increased by approximately 42%.
PROBLEM_02
Problem_B
Customers complain the service deliveries aren't what they expected.
Assumption B
“Our terminologies used to regulate service options are not clear enough to customers.”
Verifying Assumption
In interviews with Sellers, we assess their understanding of the services' terminologies, and we find that some of users have difficulty understanding the terminology we use for photo shooting angles, number of images per package, and style of each package.
Solution_B
Hypothesis
By updating the terminologies and adding visual aids to tooltips, sellers will be able to better understand the service deliveries, which will lead to fewer complaints.
Action
Each option has a tooltip that explains the service along with visual aids to help users visualize the final delivery (number of images, angles of the item shooting, style of the photograph).
Result_B
Result
Order success rate increased approximately 20% in a month.
The capacity of the operation increased as the number of complaints decreased.