optimizely experience chicago - trunk club

Mike Wolf & Tim Grace

ON TAP

• Our story • Our process • Member onboarding - a case study

OUR STORY

WHO WE ARE

• Founded 2009 in the Chi • 4 storefronts (Chi, LA, DC,

Dallas) • ~500 employees • 30+ person tech team • Acquired by Nordstrom Aug ‘14

TC Team Summer ’13…when we could all fit on our roof deck

WHAT WE DO

OUR PROCESS

WHY DO WE BUILD?

• Our job is to build things people love

• Therefore, we must fulfill deep desires & solve deep problems

• This requires us to be relentlessly curious

Actual TC Member - we build for him

HOW DO WE BUILD?We must harness our curiosity

into a process ofcontinuous learning

“Thinking” “Prototyping” “Building”Interviews

Insights Reviews Focus Fridays

Usability Testing Live Data Prototypes Production Quality

WHAT WE BUILD

• We create connections • We match the right clothes to the right guys • We live on guys’ home screens

We help guys build their wardrobeby scaling relationships between

members & personal stylists

WHAT WE BUILD

What a member sees What a stylist sees

OPTIMIZING OUR SIGN-UP FLOW

THE EXISTING EXPERIENCE

• 2 steps • Step 1: basic info • Step 2: preferences, sizes

PROBLEMS

• Form field overload • Lacked excitement • Poor conversion rate (15.5%)

GOALS FOR NEW EXPERIENCE

• Make it visual • Provide focus • Make it EXCITING! • Collect better information • Improve CPA (cost per acquisition)

BUILDING THE TEST

SEPARATE URLS

• Unique experiences • Easier to throw away

TRAFFIC ALLOCATION

• Start slow • Fix bugs • Dial up traffic as needed

TARGETING

!

• Target relevant browsers • Skip mobile for now • Worry about IE later

THE RESULTS

HUGE SUCCESS!

• 36.1% conversion rate (vs 15.5%) • CPA cut in half • Too many new leads!

133% INCREASE IN CONVERSIONS!

OUR TAKEAWAYS

WHAT WE LEARNED

• Keep the user focused • More steps is not always a bad thing • Design a visually pleasing experience

APPLYING WHAT WE LEARNED TO MOBILE

• 14 steps in the process • Amazing visuals • 62% conversion rate

WRAP UP

CLOSING THOUGHTS

• Swing for the fences • Challenge conventions • Know who you’re building for • Available tools make this easier than ever - no excuses!

ABOUT USMike Wolf

Tim Grace

wolf@trunkclub.com

Product Design Lead

tim@trunkclub.com

Head of Product Management

@tmgrace

Questions?