Retention @ HelloAva
UX Research + UI Wireframes
What is HelloAva?
We use AI and machine learning to provide consumers with highly accurate, personalized skincare recommendations and products.
Problem Space
After a converted user receives their initial products, user retention declines exponentially, signifying a bad product market fit.
Assumption
Users are not incentivized to continue returning to the platform to buy more products.
How might we…
encourage users to continue using HelloAva as a service beyond their first purchase?
build stronger customer relationships so that users want to continue using our service beyond the first purchase?
Hypothesis
If the user commits to a paid membership, they will commit to more consultations and have a more ongoing relationship with HelloAva.
If the user is able to track their progress and get updated recommendations based on their feedback, they will be encouraged to keep coming back.
Goal?
Increase retention for returning users after their first purchase.
UX Research
First, let’s identify our target personas.
There are two types of users we want to interview.
Loyal Users: those who have returned to our platform to purchase products 3+ times.
Churned Users: those who purchased products once and never returned to the platform.
12 user interviews.
7 interviews with Loyal Users
5 interviews with Churned Users
Gather user insights.
“My change in lifestyle affects my skincare routine and wish I could get updated recommendations.”
“I’d be interested in a seasonal membership if I could refresh my routine and get access to special discounts.”
“The reordering process is a bit confusing for me.”
It’s brainstorm time!
Ideate.
Our goal is to identify all the elements that can include a better follow up experience for users after their first purchase.
Prioritize.
Next, let’s prioritize feature ideas and elements to define what to begin developing first.
User flow for the check-in experience.
I want to understand the entire follow-up journey for the user once they have been using their first round of products for 6-8 weeks.
What are all the data points we want to gather so we can track their progress and offer even better products?
I ran some comparative analysis to get inspirations from other platforms like Airbnb, Fever, and Zova.
From inspiration to definition.
Let’s make it progressive!
Progressive disclosure helps keep the experience detailed yet approachable.
A progress bar sets expectations on how long the experience will take.
Rewarding the user with a discount once they complete their checkin gives incentive to share their experience.
Sketching the check-in experience.
A scale of 1-5 to report changes in the skin after using the last round of products.
Something familiar and friendly
Testing a concept to guide the user through the check-in experience by bringing back the HelloAva voice from the Skincare Quiz.
Get more feedback on what they didn’t like to make better product recommendations.
Easily favorite products they loved so they can repurchase and see it in their regimen.
Recommend similar products if they liked it but want to see what else they might want to try.
Wireframing
First, the Landing Page…
No hidden features
One place to access everything a returning user needs to find.
Next, building your regimen and tracking progress…
One place to reference what products you’re using.
Easily access info on how to use each product.
Update customer profile with lifestyle changes that affect skin health.
Visually see and track progress through photo documentation.
Sadly, my two-month internship with HelloAva came to a close. 😌
But I’m excited to see this project cross the finish line! 🎉
During my two months with the HelloAva team, I got to dive in and get my feet wet, experiment, collaborate, and develop some inspired ideas into real, tangible features that will make a lasting impact for HelloAva and its customers.