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 Researcher
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
New Journey
We simplified the "Host a Party" page and clearly explained the party and the host rewards. Guided the user through the consultant connection process and provide them with next steps while waiting for a consultant to get back to them.
The Host a Party conversion process was redesigned to simplify a previously complex and cumbersome experience for potential hostesses.
Project Outcomes
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.
More Accurate Tracking
Add new tagging to create a more accurate tracking funnel.
Better User Experience
Simplified path through the "Host a Party" flow.
Increased Hosting Conversions
Increased the conversion rate by 900%.
