Senior Experience Designer
Redesigned StyleSeat's client onboarding series and increased client bookings by 20K a month
This project successfully increased the amount of completed appointments each month by improving the clients experience during key moments of the onboarding process.
The objective was to provide a more cohesive onboarding and appointment experience for our clients to drive completed appointments, account creating and rebooking as well as building clients trust in StyleSeat's platform.
The Scope of this project as Senior Experience Designer
Provide a more cohesive onboarding and appointment series
Design every communication to include brand refresh while still maintaining performance
User test design concepts and implement A/B test of final creative
Increase clicks, conversion rates and app downloads
The objective was to provide a more cohesive onboarding and appointment experience for our clients to drive completed appointments, account creating and rebooking as well as building clients trust in StyleSeat's platform.
To create a new control variant, we replicated the existing email flows and campaigns. This ensured that users who were already in the appointment flow did not finish with the old variant. To split the traffic evenly between the old and new variants, we randomly directed 50% of users to the existing flow.
Tracking the journey of a client who receives onboarding emails and is directed back to the product to book an appointment allows for direct measurement of completed appointments. The KPI's include completed appointments, new bookings attributed to StyleSeat, rebooked appointments, and overall revenue generated.
The success of the test and implementation would be determined by an increase in the metric of first-time bookers who rebook on StyleSeat, which currently stands at 27%.
Additionally, adding reviews post appointment, and incentivizing clients to come back to our platform was a huge success to this new onboarding series that was previously missed in the previous creative.
After reporting on the results, the new client appointment series was implemented to 100% of clients. Future tests will include personalization of content on emails and improvements on timing and segmentation.
Shout out to Caro, Director of Lifecycle Marketing, Peyton, Senior Lifecycle Specialist, and Jayson, Jr. Marketing Designer for the collaboration!
7.17% CTR increase (15k additional clients per month)
22.9% CVR for the app download module
11.96% CTR/6.3% CVR for win-back campaign on reviews lower than 3 stars
4.2% CTR increase in appointment reminder (3K additional clients per month)
4.5% CTR on reschedule appointment campaign (3K additional clients per month)
= 20K+ new appointments driven to StyleSeat
$50 avg. appointment cost X 20K = 1M increase in monthly revenue
