Improving conversion with experiments
Good House Keeping Institute
Challenge
After a year from its launch, subscriptions to the Good Housekeeping Institute (GHI) were unsatisfactory. Following a lean UX approach, we wanted to improve its subscription funnel in order to improve conversions.
My role & team
As the lead product designer, I was responsible for the design process from concept to delivery. I was collaborating closely with product owners, the engineering team, editors, and the marketing team.
Process
I ran a workshop with the AGILE team and product stakeholders. We started by discussing and agreeing on the problem we were trying to solve and the user journeys we wanted to tackle. We then defined our proto-persona based on a shared understanding of who our customers were, what were their goals, what were their frustrations, and their expectations when using the site. We then generated, first individually and then in groups, ideas for the selected customer journeys that would meet our user needs.
Ideas were discussed, reviewed, and prioritised based on user experience principles, technical feasibility, marketing strategy, and potential impact. For each idea, we defined clear assumptions and hypotheses and tested against them. We worked iteratively further refining our ideas from our learning.
Results
The process allowed us to quickly test, learn, and iterate on our ideas and to leverage the expertise of a cross-functional team to reach success. Most experiments we ran proved to be correct and had a positive impact on improving the conversion funnel.
