After a year from its launch, subscriptions to the Good Housekeeping Institute (GHI) were unsatisfactory. Following a lean UX approach, we wanted to improve its subscription funnel in order to improve conversions.
I run a workshop with the agile team and product stakeholders. We started by discussing and agreeing the problem we were trying to solve and the user journeys we wanted to tackle. We then defined our proto-persona based on a shared understanding of who our customers were, what were their goals, what were their frustrations, and expectations when using the site. We then generated, first individually and then in groups, ideas for the selected customer journeys that would meet our user needs. Ideas were discussed, reviewed, and prioritised based on user experience principles, technical feasibility, marketing strategy, and potential impact. For each idea we defined clear assumptions and hypothesis and tested against them. We worked iteratively further refining our ideas from our learning.
User experience project lead, interaction design, visual design, and creation of documentation.
The process allowed us to quickly test and learn and iterate on our ideas and to leverage on the expertise of a cross-functional team in order to reach success. Most experiments we run proved to be correct and had a positive impact in improving the conversion funnel.