Boosting customer loyalty by 20+%
User research
Conception & wireframing
Prototyping & user testing
Prototyping & user testing
Recurring orders prototype
Samples prototype
Conclusion
Omie is a French groceries brand involved in producing ethical, organic, and earth-friendly products with farmers. Omie's core value is regenerative agriculture: improving soil health while reducing carbon emissions, enhancing biodiversity, and accelerating water retention.
They approached me with a challenge: less than 8% of their customers continue ordering after their first delivery. How can we increase that number?
The conception of the project, based on the business challenge of increasing customer loyalty for the Alex persona, began with benchmarking online food retailers to capture best practices, as well as several ideation workshops. Once the concepts were selected, I compiled them into a priority guide. These guided the creation of the wireframe presented below.
Features currently in the hands of the client!
Main KPI is the growth rate of customers registering 4+ orders
The project concluded with the recommendation being shared with Omie. They are considering the results and discussing implementation. The goal of the project was to envision the first steps to improve customer loyalty. The impact will be monitored following implementation and beta testing.
This project was a great way to apply the entire UX methodology, from market research, persona creation, user interviews, ideation, wireframing, prototyping, testing, and much more.
3 proto personas created
10 users interviewed to create persona
1 persona confirmed: Alex
Users are a mix between frequent users and Omie drop-outs
The project began with market research to generate ideas for proto-personas. During this research, we learned that in ethical, organic, and earth-conscious consumption, age no longer plays a major role, nor does gender. Price is not necessarily a determining factor as people consider buying ethical products as an investment in their health and future. More than 90% of French people consume organic products.
Based on the research, I established three proto-personas, which I then compared to the reality of 10 user interviews with both frequent users and one-time users of Omie. These interviews facilitated the creation of the final persona for this project: Alex.
2 main features implemented
2 main features implemented
5 user testing interviews
input on the value of the features and how to improve them received
input on the value of the features received
The final prototype highlights two main new features to beta test: recurring orders and free samples. The prototype was then run through five user testing sessions, which generated two important outcomes:
confirmation that both features are useful, overall correctly conceptualized, and will have an impact for the established persona,
a list of improvements to make the experience as smooth as possible.
Boosting customer loyalty by 20+%
Omie is a French groceries brand involved in producing ethical, organic, and earth-friendly products with farmers. Omie's core value is regenerative agriculture: improving soil health while reducing carbon emissions, enhancing biodiversity, and accelerating water retention.
They approached me with a challenge: less than 8% of their customers continue ordering after their first delivery. How can we increase that number?
User research
3 proto personas created
10 users interviewed to create persona
1 persona confirmed: Alex
Users are a mix of frequent and non-frequent users
The project began with market research to generate ideas for proto-personas. During this research, we learned that in ethical, organic, and earth-conscious consumption, age no longer plays a major role, nor does gender. Price is not necessarily a determining factor as people consider buying ethical products as an investment in their health and future. More than 90% of French people consume organic products.
Based on the research, I established three proto-personas, which I then compared to the reality of 10 user interviews with both frequent users and one-time users of Omie. These interviews facilitated the creation of the final persona for this project: Alex.
2 main features implemented
5 user testing interviews
input on the value of the features received
Conception & wireframing
The conception of the project, based on the business challenge of increasing customer loyalty for the Alex persona, began with benchmarking online food retailers to capture best practices, as well as several ideation workshops. Once the concepts were selected, I compiled them into a priority guide. These guided the creation of the wireframe presented below.
The final prototype highlights two main new features to beta test: recurring orders and free samples. The prototype was then run through five user testing sessions, which generated two important outcomes: confirmation that both features are useful, overall correctly conceptualized, and will have an impact for the established persona ; a list of improvements to make the experience as smooth as possible.
Prototyping & user testing
Project conclusion
Project is currently in the hands of the customer!
Main KPI is the growth rate of customers registering 4+ orders.
The project concluded with the recommendation being shared with Omie. They are considering the results and discussing implementation. The goal of the project was to envision the first steps to improve customer loyalty. The impact will be monitored following implementation and beta testing.
This project was a great way to apply the entire UX methodology, from market research, persona creation, user interviews, ideation, wireframing, prototyping, testing, and much more.
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