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Follow the brand

The goal of the project was to allow users to shop brands they love and trust. Our ambitions were to create a way for users to personalise their shopping experience by telling us the brands they love to shop.

 

 

High-level goals were to:

Create a way for users to tell us the brands they love.

Provide an easy way for users to shop by their loved brands.

Inform users about the latest trends and updates from their
favourite brands.

Early insights

A survey was sent out to 10,000 users to better understand the way in which they currently shop and how they go about shopping for their favourite brands. The survey also asked how they wish to be in touch with brands they love.

Hypothesis

We believe adding an ability for users to follow their favourite brands will increase their ability to shop the products they love. This overall should see our users more engaged.

The problem defined

I am unable to easily and quickly shop by the products and brands I love and care about.

Building empathy

Based on the survey I build a person to personify the respondents from the survey. This was very useful to share with the wider product team working on this project with me. It was the starting point for all discussions when we addressed the problem.

The user journey

An overview of the journey Brenda the persona defined currently would go through when looking for the right product for a wedding event.

 

This was a great way to clearly outline the pain points and opportunities currently faced in Brendas user journey.

 

The product owner and team were able to create a backlog of potential opportunities to explore. This was then refined using a priority matrix to define what is of high value. This created our basic MVP flow of the feature.

The impact

The ability for users to follow their favourite brands had a positive impact on our user's ability to find the products they love from the brands they love. This increased engagement and also had an impact on the total amount of items bought from users who follow brands compared to those who don’t follow any brand.

  • 260K+ users following brands

  • 1.9m followed brands

  • Monthly user sessions increased from 15.5 to 18.7

  • ABV (average basket value) increased by 10%

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