Making it easier for Trunk Club customers to request trunks
Client: Trunk Club
Role: Product Design
Project Background One of Trunk Club's core experiences is communicating with your stylist via online chat for all your style needs or what you want in your next trunk. Though it seems simple to just ask your stylist for another trunk, not all of our customers had the same mental model:
I guess I don't know how to request a trunk. I have messaged, set up payment, and address. I'm missing how to place an order.
There should be a "request a trunk" button or an easy way to set up recurring trunks. I have not been able to figure that out.
Hey! Not really sure who this goes to, but figured I'd pass on this note.....this client was unsure of how to reach out to order a trunk. Granted, most people just email or message us, but she wasn't sure if there was a formal way in which she needed to order a trunk. [Feedback from a stylist]
We realized that for a good portion of our customers, it wasn't intuitive on how to request another trunk without directly talking to the stylist. So we thought, how might we design an experience for Trunk Club customers to make it easy and intuitive to request trunks from their stylists?
As a starting point, we decided to research the reasons customers came back to get subsequent trunks. This began with interviewing some of our stylists and asking what the most common reasons were when customers requested more trunks. The interviews showed that most customers either came to find specific pieces of clothes or needed clothing items for an upcoming event.
With these insights, we decided to dig further in two steps. First, we decided to do an open card sort with every clothing category Trunk Club carried to hone in on what the most commonly request categories of clothing were by season. Second, we interviewed more stylists to further dive into the most common upcoming events that customers wanted trunks for.
Ideation After obtaining these insights, we ideated on how we might design an experience for a customer to request a trunk. We came up with a variety of concepts, ranging from conversation starters, simple one click requests, long visual flows, and so on.
Feedback and testing With these concepts, we conducted a few design critiques from the those around the company, which included a mix of designers and non-designers. After some iterations, the concept that received the most positive feedback from the critiques was also tested in a couple usability tests.
Some of the insights we learned:
Not all customers want to talk their stylists to request a trunk – some customers have mental models that lean towards going through some sort of form of questions
No one likes long forms – the experience should have a good balance of the number of questions and how specific those questions are
Some users wanted the ability to specify the categories of clothing they selected e.g. the style or color
After some iteration, we landed on a solution for a MVP that would collect the least, but most necessary, information from a customer requesting a trunk: what items the customer needed and what they were requesting the trunk for. As a catch all, we also included having a free form text box to capture anything else the customer might want to communicate to their stylist. The options shown per section were collected and validated by stylists in our research phrase.
We also worked with our sales team to implement a solution of displaying this trunk request information to the stylist within their work flow.
Results After the release of this feature, we found that around 34% of our customers utilized this flow to request a trunk from their stylists, helping validate the usefulness of this feature. There was also around a 12.7% increase in keep rate of items in a customer's trunk.
What I learned Though it wasn’t initially scoped out in the beginning of the project, we learned that we could utilize the data captured from this experience to help inform other parts of the business. These were areas such as data science to help recommend products customers would want, marketing to inform future campaigns, or even merchandising to forecast for future demands of certain products. Even now, we’ve been using this flow in other digital experiences that we hadn’t initially accounted for.
Reflection Given that this feature could help inform other parts of the business, I would have wanted to talk with more stakeholders throughout the company during the initial stages of the project to see how this experience could help them. If our team knew that this could help with other departments such as marketing or merchandising, I believe more thought out research and collaboration could have been conducted with those relevant parties to create an even more useful feature.