StableDRIVE
In this project I reviewed the full customer experience of Cedar Nursery’s key product StableDRIVE. StableDRIVE is a gravel and grass stabilisation range that holds gravel/ grass in place to make walking, cycling and parking your car easy.
Skills Used:
Research: Lean canvas - Competitor reviews - Affinity mapping - Empathy mapping - Personas - Task analysis - Experience mapping/ user journey - Double Diamond design process
Design: User flows - Sketching - Figma - Sketch - Photoshop - InDesign - InVision
StableDRIVE product example
The challenge
Cedar Nursery, a plant and outdoor living retailer, asked me to review and improve how they sold one of their key products: StableDRIVE. The current consumer experience was confusing, which lead to high website bounce rates and many wasted staff hours answering phone calls about product questions which could be answered on the website.
KPIs:
Decrease website bounce rate
Decrease product-related phone calls
Improve product sales
Researching the problem
To get a thorough, rounded understanding, I researched the problem in a number of ways:
Reviewed the current website analytics: this revealed which pages were working well, which people bounced from and which gave people the right information they needed to make the purchase.
Qual research- staff: this showed what problems people were most often calling about and where the website lacked relevant information.
Qual research- public: I spent time at the nursery, asking a series of questions to uncover what people liked about the product and what information they would need to make the purchase.
Competitor review: giving insight into what our competitors were offering and how they sold similar products
Developing the solution
After gathering and reviewing all the research, I split the information into three key need states. This reflects the full purchase journey people go on, and enabled me to deliver the right amount of information at each stage.
Stage 1: An introduction into how StableDRIVE products can benefit you
Stage 2: A guide on which StableDRIVE product best meets your specific needs
Stage 3: Detail on how to install StableDRIVE and further technical questions