E-Commerce
Scentbird Quiz
Designing a personalized quiz to drive conversions for a fragrance DTC company.
Background
Scentbird is a DTC e-commerce company offering a digital subscription fragrance service. Members can choose from over 500 designer perfumes each month. With such a wide selection of products comes the overwhelming task of choosing a scent online.
Scentbird had attempted a quiz to help the user, but it is not creating customer conversions. I collaborated with the Director of Product Design and Product Manager to re-design the scent finder quiz.
HMW
Why is the current quiz not converting?
I started out by looking at the current state of the quiz entry. Visually it was blending in with the rest of the landing page. The imagery and copy wasn’t providing enough context to communicate the intent of the quiz.
Taking a look at the competition
Using competitive analysis I collected patterns from fragrance retailers with personalization quizzes as design inspiration.
I looked at how other brands were helping their customers choose scents online as well as how they were speaking to the customer to generate engagement.
Goals of the scent quiz
How can we create a more visually enticing quiz to draw the customer in?
How can we better speak to the pain points of the customer to communicate the value of taking the quiz?
How can we create a personalized shopping experience that leads to customer conversions?
Design explorations
I proposed a few design options to the team and we landed on 2 quiz entry designs to conduct A/B testing on.
The first design option uses perfume bottle imagery with scent notes layered in the background.
“Need Help Finding Your Scent?” speaks to the customer in a concise conversational tone.
The first design option uses perfume bottle imagery with scent notes layered in the background.
“Need Help Finding Your Scent?” speaks to the customer in a concise conversational tone.
The second design option uses crisp scent note imagery to lure the customer in.
Testable solution
The two re-designed quiz entries will be put through A/B Testing to see which has better conversion rates.
