Host a Party
Conversion Funnel
Thirty-One Gifts was a direct selling company, similar to Tupperware, but it specializes in selling handbags and totes. As the Interaction Manager, I led a team of three developers and two designers responsible for the e-commerce site and other digital assets.
Role
Design Oversight, User Research
Discover
I led a small effort to complete a redesign of the "Host a Party" funnel on Thirty-one Gift's website. I dramatically simplified the user experience, focusing on a single path to sign-up, eliminating links away from the page, and using informational hierarchy to guide the user through the decision processes. Simple experience changes delivered in a beautiful package that resulted in a 900% increase in the conversion rate.
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User Research
Goals
Identify the strengths and weakness of the existing and proposed Host a Party website flow. Identify opportunities for improvements.
Method
The focus group was conducted with six users. To minimize some risks associated with focus groups, participants were asked to individually complete the "request a party" task, document their experiences, and then discuss their findings as a group.
Participants used a Reaction Deck to select adjectives that best described their recent experiences, such as "Stressful" and "Frustrating."
The activities were repeated using the proposed "host a party" flow to validate certain assumptions. At the end of the study, users were asked to complete a survey, providing actionable insights. Users selecting resonant adjectives offered an opportunity to probe deeper into their thoughts and feelings, yielding valuable information about their perspectives.
Current Journey
Proposed Journey
New Conversion Flow
The Host a Party conversion process was redesigned to simplify a previously complex and cumbersome experience for potential hostesses. This redesign reduced the friction points users faced when booking a party. As a result, the project delivered a visually appealing and supportive flow that achieved a 900% increase in the conversion rate.
