Arousing customers’ sharing desire and stimulate new users’ open desire through research about users’ motivation and redesign the share flow while avioding to use the cash reward to attract the users.
My Involvement
Team
Client
Duration
User research, Mobile Interface Design (solution C), Affinity Map
is a Chinese e-commerce startup that imports vitamins and health products from the U.S. Lemonbox combines big data and US registered dietitians, to offer personal, nutritional, and living-well advice to customers. It provides personalized daily vitamin packs made in the U.S. and shipped to customers within 7-10 days, based on a monthly subscription model. The app that is available through t he WeChat platform allows the customer to take a 5 minute dietary survey designed by their Nutrition Scienific Committe headed by Dr. Hang Xu.
5-Minutes Reading (Research Version) You can click here to see the detailed design version
Explore
We went through all the comments on the Weibo, Xiaohongshu and inside the mini-program, we concluded some high-frequency hashtags.
#stupidtax
Most of customers think it’s paying the studpidtax to bought Lemonbox products.
#healthwellness
Most of customers think buying the nutrition is to prevent their health.
#stayup
Most of customers think eating the nutrition can offset the negative impact of stay up late.
#senseofritual
#lowcostperference
Customers think the brand spent more money on packing not the product itself.
Customers think the brand spent more money on packing not the product itself.
We have researched about twenty nutrition brands and especially the brand which included some kinds of self-tests.
Rootine
Baze
Ritual
Care/Of
Persona
Hims/Hers
-- More intuitive performance diagrams -- Mass-produced supplements aren't for everyone -- Life-styled quiz, support more additional scientific tests like DNA tests
-- Take a blood test at home -- Track their nutrition levels and changes through the app -- More convincing according to the data
-- Offers different products based on gender and age -- Family bundle -- Detailed product information and supply chain -- No need to pass the test
-- Specialty supplements can be added to your subscription -- High-quality natural ingredients and independent testing -- Additional cost of add-ons can add up quickly
-- Questionnaires, includes dietary habits and disease surveys -- List all of detailed medications -- Doctor team, bringing a professional and friendly brand image to the user
-- Gummy vitamins rather than the pills -- Well targeted to men and women separately -- Not only for body care but also mental care
We also researched about what make people sharing the contents actively, and we got some inspirations like funnyposters, interesting charts, punch-in game and so on...
Personal One
Nnomi
Netease Music
Personality Test
Keep
Ads in Subway
-- Before vs After comparison -- Spider chart -- Urine test to personalize the supplement -- Fellow-up every three months
-- NO obvious call to action button -- Coupon reward is confusing -- Selling point is professional and valuable -- From Japan
-- Have several options to choose, lyric card, cover card... -- Invite your friend to listen together
-- Users have really high sharing rate to share these report -- Very interesting -- Big key word -- Like exam paper
-- Gamification -- A proof for keeping fit -- Show off to other friends
-- Very funny -- Be photoed and shared with friends -- Your friend might be resonant of the ads
The next thing is that we have done the simple user portrait to mark our target users, including their behaviors, common characteristic, and possible motivation to buy the personalized nutrition.
We conclude several pain points from different target group of potential customers, we must know their demands before thedesign
Testing
I conducted usability testing with 3 users (totally 15 users), the age range is between 20-30 years old, 90% is female.
5 Second Testing: Know user’s first impression on this brand and speficially the sharing pop-ups
Task-based Testing: Discover the diffculties or confusions during the whole operation process
Contextual Inquiry: Observe the user that how to do the nutrition questionaire (any stop, pointing, head movement, gesture, smile or others in the process) and how their interaction with nutrition report
User Interview: Find out the motivation of people’s active sharing actions and the attidute of buying the monthly subscription personalized daily vitamin packs
5 Second Testing
Quick Questions:
What do you remember in this five second?
What this brand for ?
Is this ads pop-up bother you?
User Interview
General Questions: -- Nutritional supplements
Do you take nutritional supplements/Why or why not?/ Have you heard of the types of vitamins/supplements you can order online by monthly subcription?
Have you ever bought nutritional supplements/Do you eat it? /Why you eat it/What channel/how to buy it?/ Will you buy the same brand repeatedly?
-- Sharing Channel
What kind of third-party content do you usually share to your We-chat moments or to your friends privately?
What platform do you share to?
Under what circumstances would you choose to share product-related or product-related content?
Task-based Testing
There’re three tasks totally:
Finish the report carefully ( about 5-10 minutes, the user didn’t need to share the screen)
Check the report results ( detailed report, not the buying page)
Share the report poster(if the user were unwilling to share, only find the share button is fine)
Contextual Inquiry
Observe the whole process while the user were doing the questionnaire:
User A swipe left to see more information but didn’t click “see detailed report” on the bottom( Perhaps she didn’t notice the button or she didn’t want to click it)
User B stopped on question number 5 for 30 seconds, and knitted his brows for a second ( Probably this question is not clear, user couldn’t get the meaning )
User C shook his hand when he clicked to the report poster page and backed to the former page immediately (Maybe the poster page is very boring and have no interests to share)
Iteration
Each of our members came up with one option to redesign, and we have critiqued our works each other and only choose three of six options to continue designingfor hi-fi solutions to our clients. My scheme was selected which is the optionC(Lemon Circle), I redesigned the nutrition report entrance page for twenty interfaces with four- rounds iteration, and I got the design MPV. Through my design process, I used VADU MODEL and Heuristic Evaluation to do the self-check and quick user testing with the paper prototypes. You can click here to see the detailed version.
C: Body Image --> Lemon Circle
Nutrition Report:
-- Using the tab to divide the nutrition report into three pages -- Deducting the text length and altering the pure text nutrition report into the mixure of pictures and texts to highlight some important information and enhance the readability of the nutrition report -- Adding corresponding nutrition recommendations at the last page, giving users one more entry to learn about recommended nutrition -- The first page is eye-catching with the simple circle and lemon
C: Body Image --> Lemon Circle
Sharing Report:
-- Provide a variety of poster options to increase users’ desire to share -- Enrich the interest of the poster and weaken the sense of boring and seriousnes -- The user can choose the report from different perspective, like nutrition report, scrabble game or brand story.
Nutrition Report Details
Sharing Report
Validation
We conducted validation testing of prototype with the same 15 users, each five users tested one of the options, three options totally. Below is a summary of the findings:
Our client adopt some parts from our designs like call to action button on the report page, user-friendly language of questionnaire, spider chart of report page and their business Impact is significant:
The nutrition product sales volume increased 300% in one year (2021)
The lemonbox mini-program owns 2,000,000 users
Lemonbox leads nutrition care industry customer market in China, and raise young generation health care awareness, popular the nutrition supplement knowledge and lower the threshold of personalized nutrition
70% of lemonbox users are post-90s, the proportion of young people nutrition consumption enlarged from 25.75% to 33.27% of the total population in one year (2021)
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