At Havenly, I was the PM responsible for acquisition and top-of-funnel experiences. In order to get started with Havenly, registered users need to choose a designer, choose a Havenly package, and pay. Originally, this experience was composed of individual landing pages for each step, which created a disjointed experience and an inconsistent look and feel. My goal was to update this funnel by creating a more cohesive experience that gives users the confidence to buy.
For this project, I collaborated with a Product Designer, who designed the high-fidelity mocks and worked closely with me on the product’s UX.
Note: To comply with my non-disclosure agreement, I have omitted confidential information in this case study. This information in this case study does not necessarily reflect the views of Havenly.
For the first iteration, we decided to put all three steps on the same page, with the assumption that it’d be easier for users to see all their information in one place. A user could see their style result (if they came in through the style survey), their suggested designers (matches based on their style result), and package options. In addition to displaying information clearly and concisely, we’d also flag the user’s top designer and package as “recommended,” to help move users along the decision process.
After receiving positive feedback from running the mock through user testing, we built out this version (named “Package Builder V1”), and implemented an A/B test against the old payment flow. Although we weren’t 100% confident about the integrity of the test — comparing the original multi-page flow to the new one-page Package Builder seemed like comparing apples to oranges — we decided to stop the A/B test after the key metric, package purchases, dropped significantly with the new design.
For the next iteration, I made improvements based on the following concepts:
Users need more guidance throughout this onboarding process.
Based on historical data, we know that Havenly users rarely purchase upon first visit — they need time to think about the service and investment. Displaying all the information and choices at once is likely overwhelming for the user. Instead, let’s optimize this experience for the returning user. For V2, we separated steps into different pages, but tweaked the UI so it feels like we’re holding your hand through a step-by-step process, rather than dropping you into disparate landing pages. We also added in more context (copy cues and information about the Havenly Promise) and support (option to schedule a call with a Design Assistant, or Live Chat with customer service) where needed.
Users need to know where they are in the process.
Because we are "extending" the onboarding process, users need to know that it's still a relatively quick experience. We achieved this by adding a stepper at the top of the page, so users always know exactly where they are in the process. Lastly, we added a summary page that displays all the user's selections, to give them confidence to purchase and remember what they chose if they are returning from a previous session.
Users need a more robust way to browse designers.
Choosing a designer is an intentional, important process: users want to ensure that their designer’s style matches their personal style, and that their designer will do their investment justice. In V1 of Package Builder, we surfaced the first 3 available designers that matched the user’s style result. While we did have a small text link to browse all designers, the original design did not provide enough options that were both enticing and immediately visible. For V2, we decided to surface 15 designers and showcase more of their work with a carousel on the right-hand side. In addition, we added a dropdown of styles on the top to allow users to browse a new set of designers related to different styles.
View the entire Package Builder process below. These final designs were created by Havenly's Product Designer.
While I did conduct performance metrics and propose recommendations for next steps based on the Live Chat tickets, I’m unfortunately not able to share that proprietary information. What I can share is that throughout my time at Havenly, conversion rate to paid users increased 11.3% month-over-month. I believe this was due to the refresh of Package builder, among other top-of-funnel product improvements, as well as marketing support & promotions. This version of Package Builder is currently live on Havenly, and can be viewed by starting a new room design.