In collaboration with the research team, we identified areas of opportunity to help steer our approach. With a more defined scope and plan, I created How might we… statements to shape my early exploration. We looked at making small incremental changes over time so we’re able to track and measure the impact.

Test 1: Single image vs Carousel

Flowers are a visual gift, and so photography has the greatest impact on our customer’s decision-making. On the listing page, we updated the static product tile to a scrollable carousel, so we were able to showcase more imagery to users earlier in the journey.

This small change saw an increase in contribution per user of +29p and an increase in NPS +2.5.

Test 2: Introducing filters

Flowers are usually sent for specific occasions that fall on a specific date, and therefore delivery date is one of the most important factors for user’s when deciding between gifts. So, this was the first filter we introduced. Our data also showed that our app users typically only order 48hours in advance of delivery date, which I used to inform the design.

We observed a +1.85% increase in RPU as a consequence of CVR and AOV uplift for this first filters AB test.

Test 3: Product awareness

Our range was continuing to grow and we needed to allow for product discoverability. We restructured the tab bar and introduced a new page that we could use to promote new products and a space to talk to our app users. I explored how this tab could evolve over time to build stickiness, with opportunity to add reminders for upcoming occasions, loyalty rewards, order tracking and so on.

We saw an increase of +3.14% for user conversion rate, and +2.35% RPU. We observed a broader SKU mix, with all main navigation categories seeing uplifts in user impressions.