Clark Hodgin, The New York Times, Redux
Prose
Prose is a D2C custom formulated haircare for individuals. Start with the easy online
consultation. In a few simple questions, we synthesize a myriad of factors around your hair, lifestyle, and preferences to find exactly what your hair needs. Then we customize the products you actually need for a perfect fit. Each one’s made with clean ingredients and bottled fresh to order. After receiving each order from Prose, tell us how your custom products perform by rating and reviewing each one. Prose will work to tailor your formulas for your next order to increase your satisfaction for always-improving results.
The objective
Through the quarterly member satisfaction survey, CX outreach, and other qualitative research we frequently hear feedback regarding subscription and order management. The goal of this study was to better understand the specific issues customers experience while managing core aspects of their subscriptions.
Role: Product Designer
Collaborators: Director of Product, UX Researchers, Engineers, Project Manager, Product Owner
Tools: Figma
Context & Research
The existing return experience at Prose is confusing users. It is leading to a higher than expected level of churn and outreach to our CX team.
“My Salon Membership” is not resonating
The majority of customers are struggling to even find their subscription home in account due to inconsistency in language between when we use “subscription” combined with confusion about “The Salon” and what it is.
There is a gap between expectations and our feature offering
Relative to experiences benchmarked and user mental models, there is an expectation of a core feature set within subscription - including actions like “ship now” or a preference management section - that we do not have, which means significant lift on the user side to perform what they see as basic actions
Users expect core subscription actions to live in one place
When we look at competitive experiences, subscribers are able to build confidence in discovery through core subscription actions living together, but with Prose those actions are scattered throughout the experience.
Existing Flow and navigation for returning users at Prose.
Updates and Areas of Opportunity
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Subscribers who arrive on-site organically expect to be able to update their fragrance preference within their account vs. going through consultation or review and refine. Customers usually reach out to CX to update their fragrances. So as a quick fix and account 2.0 feature, we added a fragrance dropdown selector.
Today, our CX team never gets questions from customers on how to update their product fragrances. It makes me so happy that this feature helps both our users and our CX team!
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After the subscription category split (between Haircare and Supplements) we found an opportunity to Upsell and Cross-sell other verticals in this area.
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Current account navigation is very confusing. We are currently reorganizing, updating, and aligning our navigation with our customer’s needs
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Originally our subscription program was called the Salon, which was very confusing for our customers. We have simplified our language around the Salon to introduce a loyalty program with all of our verticles in the near future.