My role: product designerTeam: 3 product designers, 1 pm
LemonBox (health & wellness startup) provides personalized daily vitamin packs based on customer needs. Founded in 2016, LemonBox has been focusing on user acquisition and has served >1million customers. Sep 2021, LemonBox reached out, wanting to improve customer retention rate.
Project Goal
Identify opportunities to enhance LemonBox's user retention rate and design to provide customers with a cohesive and delightful experience.
Research & Analysis
After analyzing performance metric from marketing team, we decided to reach out to the 18 - 29 customer age group. This age group is LemonBox's primary target audience. However, they are least likely to repurchase. We recruited and interviewed customers through social media.
customer distribution by age groupcustomer retention rate by age groupAfter interviewing with LemonBox customers, we synthesized interview data to identify potential project focuses and generate insights.
Insight 1
Customers purchase LemonBox to satisfy their short-term nutrition needs and relieve health anxiety
What value does LemonBox serve for customers like Amanda?
Amanda
busy schedule
anxious about her health
unfamiliar with dietary supplements and their benefits
One way to counteract anxious feelings about personal health is to acquire specific information and take actions. By revisiting nutritional benefits of supplements, Amanda feels that she is actively taking care of her health.
Insight 2
Customers purchase LemonBox to achieve long-term nutrition goal and improve their overall health
Ivan
long working hours
focus on long-term health
wants to track his health progress
What value does LemonBox serve for customers like Ivan?
Providing feedback on progress helps people adjust methods to approach their goals. By tracking nutrition reports, Ivan feels that he is in control of choosing the next step when working on his health. Tracing progress also gives Ivan a sense of progression and accomplishment.
The Vision 🍋
At Lemonbox, we want to shift the focus to sustainable growth and trust building with our customers — continue designing LemonBox as a health management assistant, not a product promoting platform.
Design Process
analyze flow and identify area of improvement
brainstorm and sketch ideas
medium-fidelity interactive prototype
1. Landing page redesign - enable customers to locate desired information quickly and accurately
During user interviews, Amanda said “I keep forgetting the names and nutrition benefits of those capsules, and I just wish there’s a more convenient way to access those information on the app.”
Before
2 steps:
scroll + tap
users have to scroll through the entire nutrition report to locate desired information.
1 step:
tap with intention
by simply tapping the target vitamin thumbnail, users can access desired information quickly and accurately.
After
Design Exploration
2. Help customers recall previous nutrition goal and receive immediate feedback during the questionnaire process
Access current state of health —> provide immediate feedback
Ivan — "I find it difficult to recall my previous nutrition goals, lifestyle, and progress when redoing the questionnaire. I want to know which goals should I focus on next."
Prompt customers to recall previous nutrition goal, together with prior feedback, customers have better judgement of what specific goals they will be working on.
3. Visualize long-term progress by implementing a health/nutrition tracker
After filling out the questionnaire for at least three times, the health tracker will generate a progress report to help users visualize health journey.
Goal specific —>
Reflection
Challenge: The nutritional benefits of supplements can be ambiguous. During our user research, pinpointing and categorizing the specific reasons for customer repurchases of LemonBox products is our main problem space to dissect. Additionally, the concept of personalized vitamin products is relatively new in China, and navigating the vitamin market alongside established brands poses challenges
Area of Improvement: if we continue this project, we would include user testing to complete the first iteration of the design process and assess its effectiveness.
Next step
LemonBox is a sponsored project where the team proposed design solutions to the client. Alongside the design solutions discussed earlier, the team also identified additional product touchpoints, such as social recognition and habit-forming mechanisms, which inspired us to further embrace design thinking and a user-centered approach.