Turning one-time shoppers into lifetime customers
Turning one-time shoppers into lifetime customers
client
Hero
client
Hero
role
Senior UX Designer
timeline
7 months
responsibilities
- UX audit for mobile and web
- Research and discovery process
- Competitor analysis
- MVP strategy
- Implement WhatsApp Business
- Establish design collaboration
role
Senior UX Designer
timeline
7 months
responsibilities
- UX audit for mobile and web
- Research and discovery process
- Competitor analysis
- MVP strategy
- Implement WhatsApp Business
- Establish design collaboration
Forge lasting relationships
How can we enable communication with customers when they are not on the retailers' websites? Can we improve this communication channel by using an omnichannel clienteling solution? How do you change long-term user behaviour to buy using a chat application? This project started with dozens of questions to really dive into how users buy online.
Challenges
- Change users common behaviours
- Increase sales using WhatsApp
- Attract in-store visits
- Ineffective chatbots
- Compliance and GDPR
- WhatsApp Business limitations
- Connect the user with the correct associate
- Ensure returning customers
- Change users common behaviours
- Increase sales using WhatsApp
- Attract in-store visits
- Ineffective chatbots
- Compliance and GDPR
- WhatsApp Business limitations
- Connect the user with the correct associate
- Ensure returning customers
High level goals
High level goals
Empower teams to text and email with customers, growing lifetime loyalty
Save lost sales, letting customers know when items are back in stock
Make interactions unique, connecting shoppers and experts in a social way
Impact
1 in 3
Customers go in-store after interacting with the clienteling experience
60%
of customers started to use the WhatsApp experience to chat and shop
25%
Increase in conversion rate after adding WhatsApp clienteling experience
77%
Average order value by helping users to find on-demand help
Research and discovery to map shoppers behaviours
We used surveys and interviews to uncover shoppers' and associates' needs and pain points. Also, visiting retailers to interview associates was necessary to validate business needs and gather new features' insights.
Compliance and WhatsApp Business limitations
WhatsApp limits how businesses text users by using a time window of 24 hours. We need to craft a special one-time notification message to enable another chat opportunity.
Solving the problem with out of stock and follow-up
In collaboration with the content design team, we crafted a few one-time notifications based on what users mostly chat about with associates: out-of-stock checks, follow-up about a purchase made and collecting items in-store. Product deck
Solving the problem with "out of stock and follow-up"
In collaboration with the content design team, we crafted a few one-time notifications based on what users mostly chat about with associates: out-of-stock checks, follow-up about a purchase made and collecting items in-store.
In retrospect
Sometimes projects are more significant than the briefing; new insights appear as soon as user research starts, and further explorations are needed to solve problems. Also, when integrations with third parties happen, everything can change at any second based on limitations. The real learning here is that constraints make us more creative.
