Product Vision
Lunya is reinventing sleepwear for the modern woman. The product has premium quality, luxurious, functional natural fiber fabrics and innovative designs. It is cozy, comfortable and breathable. Lunya as a company highlights blogs and provide strong user testimonials that attract people to purchase. They're highlighting the fact that customer satisfaction drives users to come back.
The Challenge
Imagine that this page is mostly visited by new visitors to the brand. What ideas do you have to make this page more compelling for a new visitor who has only seen a Facebook / Instagram ad about the brand?
Step 1 Discover
"Lunya creates sleepwear that is FDA tested to help you sleep. After about a week of rough sleeps, dealing with the time change, and long nights, I was excited to try the sleepwear out. I didn't change anything about my sleep routine except for wearing the pajamas, and I genuinely got a better sleep than I had been getting before. "
People who use Lunya have strong needs for better sleep quality and high standards for sleepwear quality. They love using Lunya because it is so comfortable that can help sleep better.
Jet's onboarding gamifies the experience of thrifty shopping, by including a progress bar and the savings that each item earns. By solely focusing on saving money, Jet ensures that users see the distinct value of their platform from their first experience with it.
Etsy doesn't force shoppers to indicate their styles or preferences, but they have carefully placed nudges that encourage people to start a favorites list. Their on-boarding gets users to give Etsy data, so that they can further customize the experience.
Zappos puts their greatest strength up front and center: customer relationships. From the messaging (“we've got your back”) to the customer service details being the first thing you see, they're highlighting the fact that customer satisfaction is their primary concern.
I recruited 10 users on usabilityhub and conduct a first click testing and design surveys. 70% of participants have purchased the sleepwear online before.
- 90% of participants would like to buy sleepwear online even if they are new to the brand.
Good deals or sales, shipping costs, return policy, user reviews, style, quality and comfy will determine participates to purchase sleepwear if they are new to the brand.
- 60% of participants have clicked sign up button and claimed $20 is a good deal for first time shopping.
User pain points:
1. After new users sign up with email, new users have no clue where to start the journey to apply $20 discount over $100 purchase on Lunya for the first order. The process of placing the first order is not clear enough.
2. New visitors don’t know why Lunya are recommending these products and are not sure which product is a good fit for them. They want to look for items based on their personal interests and preferences.
3. Users are not clear about the value proposition of Lunya. They want to see the benefits of using Lunya and key points that are useful to them.
Step 2 Define
I narrowed down the challenge to a specific pain-point: how might we provide new visitors who have signed up email list a thorough breakdown of the entire process for placing the first order?
Step 3 Develop
I start with mobile first design because it would be more easier to start the product design from the mobile end which has more restrictions, then expand its features to create a tablet or desktop version.
Concept 1: Guide new visitors to apply discount and provide shortcuts to reinforce users make first orders.
Concept 2: Customize new visitors on-boarding experience and guide them to find the best fit.
Step 4 Deliver
According to user feedback, 60% of participants have clicked sign up button and claimed $20 is a good deal for first time shopping. Therefore, I prioritized the concept 1 as the solution from price sensitive perspective.
