ZX Ventures: Sempre em Casa
At ZX, I execute desktop and mobile UX/UI and establish design systems for 10+ e-commerce / subscription / delivery ventures in 5+ countries, working across the entire product lifecycle.
PROJECT OVERVIEW:
Redesign for subscription beverage delivery e-commerce website in Brazil.
MY ROLE - Lead Product Designer:
Worked collaboratively with product manager, local team, and design agency to define user requirements, map out user flows, optimize UX, and establish visual design system for a completely redesigned desktop and mobile experience.
TOOLS: Adobe XD
Context
BUSINESS OVERVIEW:
During Covid, we saw a spike of traffic to the main parts of the site for beverage subscription and delivery, making it imperative that we optimize the UI/UX and improve the overall experience of the site.
This required us to rebuild the backend from scratch (getting rid of Shopify), to standardize the UX, and to create a design system aligning with our best UI practices across other ventures.
We designed the site for all devices, focusing on mobile first (where we see the majority of our traffic).
Product Strategy
TEAM VISION
To create the most frictionless beverage routine with the biggest possible savings, for all your favorite products.
BUSINESS GOAL
In order to increase and sustain organic growth, we must refine and iterate on our service, product, and communication.
Our User
TARGET CUSTOMER
Families, buyer is 35-50 years old
Consumers range from kids to friends to grandparents
70% of subscribers are married and married with children
36% F, 64% M
OVERALL CUSTOMER SATISFACTION: 38%
CUSTOMER HAPPINESS
54% Peace that they don't have to look for promotions
21% Felt happy that they had to pay less
14% Felt proud that they know they are saving money
REASONS FOR SUBSCRIBING
Free Delivery
No fee to cancel or subscribe
Price
Gaps and Opportunities
REASONS FOR NOT SUBSCRIBING
41% don't like the idea of subscription
28% don't find the prices attractive enough
21% don't understand the service
OPPORTUNITY INDICATORS
75% of people compared prices with other websites or the off-trade
10% of media investment was in NAB, with 37% of baskets containing NAB’s
SUGGESTIONS OF IMPROVEMENTS FROM USER SURVEYS
Loyalty program - 54%
Manage subscriptions and orders better - 43%
Define when to receive orders - 41%
Product Goal
To over deliver on the pillars of our business that our target customers love and to iterate on closing the gaps that we have in executing and communicating our value proposition.
Our Pillars
PILLAR 1: BEST VALUE
User Insight: People want the best value (supermarket price alone will not win); they search online and go from store to store to find what is the best option for their favorite beverage (price, delivery, fees, rewards, peace of mind).
Northstars: subscriber growth, churn
PILLAR 2: CONTROL
User Insight: People have no control over the beverage purchase routine as a result of transparent pricing/promos, unpredictable supermarket lines, and fluctuating assortment. This too goes for many subscriptions: you pay and the service locks you in.
Northstars: retention
Solutions
Current Site
Process
Received designs from design agency that lacked UX and did not match our UI kit. I redesigned key elements throughout the experience to match our UI kit and create a more mobile-friendly user experience.
Deliverables
Redesigned the user experience for a new user signing up for the first time and a returning user who needs to view and make changes to their subscription
Addressed visual hierarchy and legibility issues
Simplified the user experience to manage your account (Your Box)
User can pause their subscription in 2 clicks vs. 4
User takes 10 seconds to edit subscription now, vs. 30 seconds in current experience
Agency handed off UX and we cleaned up the UI with learnings from Subscriber Admin, we’ve
had success with UI kits we’ve made for other companies (improves drop-off rate)
We created a user experience that retains users through subscriber admin (this is our third
instance; adaptability)
Value
Can apply these design patterns to other subscription businesses
Improved subscription user experience by creating “Your Box” which is a central place to view and make changes to your subscriptions
Product card optimizations
Final Prototype
UI Kit
Roadmap and Next Steps
Soft Launch Launch Date: End of August
Finish FE development (PDP, Collections, secondary pages)
Finish BE development (CMS) and integration
Browser, Mobile, Usability, Compatibility, Load Capacity, Speed Testing
SEO Audit / Recheck
Integrations with 3PL
Integrations with Google Analytics, Metabase, Zendesk, Zaius