Activation Checklist

The GoalWith a recently expanded feature set, early adoption was slow. We defined an activated user as someone who fully adopted at least 2 of the 4 feature sets, and this was our success metric.
Key New Features

We broke up product activation into small tasks and included items very easy to check off, to add more satisfaction.

We started with a randomized task list to feed a data modal.

The list of tasks was high level and dependency-free, to be followed by a more specific product list relevant to each section once we have more data.

The Results
Members who entered the checklist were:
161% more likely to be activated over all
141% more likely to fund banking product 
438% more likely to access The Edit

The Edit

The Goal
As the product evolves, Ellevest is introducing learning resources as a companion to money management.

Users found the breadth of content difficult to wade through to find what was relevant to them.

We hypothesized that smaller amounts of content accessed more frequently would be a preferable way to learn for our users.

Key New Features
Bite-size learning that could be accessed at a regular cadence and completed in one sitting.

Very lightweight MVP, developing new content types on a rolling basis.

A CMS for the content team

The Results Once accessed, engagement with and completion of the Edit was high, and users who accessed the Edit showed the same unlikeliness to churn as users who activated other areas of the product.

Homepage redesign + CMS

The Goal
Achieve responsive parity between large and small screen web.

Improve a labor-intensive update process and reduce resources needed on the Creative and Engineering teams.

Use existing image assets from the product pages when marketing images were not available.

Key New Features

Prioritising product images with fully responsive modules, that are formatted to pull existing product assets. This allowed items to be quickly swapped out as small inventory would sell out often.

Higher priority to basic, top level categories on mobile while still maintaining parity on desktop.

A flexible, mix and match module system.

An engineer-independant CMS.

The Results
Improved customer understanding of our assortment and increased click through traffic and revenue on mobile, with before/after analysis.

Drastically improved ROI by reducing weekly production time for photographers, copywriters, designers, and developers. Provided flexibility for content testing and featuring a diverse assortment.

Gift Finder

The Goal Through on going qualitative and quantitative user research, we were confident that shopping for a gift for a specific person was the most common user story. 

Our goal was to increase item discovery and conversion with a tool to better navigate a very large assortment. Because the tool was primarily powered by our search engine, our primary benchmark was to meet or exceed search conversion. We also continually collected data to improve the search result algorithm. 

Key FeaturesGift Finder results were powered on the back end by our regular site search, but allowed users to select multiple search terms to be blended into 1  results page.

On the results page, users scroll through their aggregated results, quickview for more information and to add to cart, or star to save for later. Starring also generated additional similar results that were appended to the result set.

We advertised Gift Finder on our website and social media. 

Additional traffic was generated by trading links and social sharing of items found with the tool.

The Results Our conversion and item discovery metrics surpassed site navigation and top performing category landing pages, and performed on par with site seach.

We also increased visibility deeper in our assortment, selling items outside of our usual best sellers that other marketing avenues rely more heavily on.

Item Page Admin

The Goal Improve usability on a critical company workflow tool. This page delivers item page content live to production, is the primary internal product reference tool, and is the main intersection of the product pipeline team.

Major Pain Points
Confusing buttons and unreliable saving
Unused, broken fields
Unclear which fields fed to the website
Outdated database requirements
Ugly

Marketing Design

Told brand, artist, and product stories through email marketing. Created original illustrations, animations, and photoshoots. Drove millions of dollars in revenue

💅

Shipping boxes

The Goal
Our packaging needed to be consistent over multiple different packaging systems serving a hugely variable inventory size.

We were committed to our printed boxes being recyclable, use eco-friendly inks, and use sustainably sourced cardboard with minimal waste.

A large portion of shipments were not done in pre-sized boxes, but were created as needed from a large repeating roll of cardboard in a huge range of sizes.

Key Features A dense all-over repeating pattern that could be cropped indiscriminately at a wide range of sizes and dimentions. Inspired by French toile, we wanted something charming and discoverable that showcased our values and our home town.

Working with leadership, we solidified brand messagings... and added some more logos.

The Results
Unified packaging across 4 warehouses and 3 different packing techniques.