Jet’s Value Proposition
How might we explain to our customers that Jet is a marketplace that provides savings through operational efficiencies?
User’s goal: to understand the value that Jet could provide as a shopping platform.
Technology’s goal: to create a more sustainable and scalable platform.
Business’s goal: to provide a clear reason to shop at Jet in order to acquire more new customers and allow for bigger baskets.
As Jet changed its business model and decided to move away from being a membership club, the design team was challenged to explain the company’s value proposition: The ability to provide "Smart savings" through a number shopping decisions across the experience.
Jet finds operational efficiencies around the e-commerce logistics and translates them into savings for its customers.
Customers can save in Jet by:
- Opting to pay by debit instead of debit
- Waiving the right to free return.
- Buying items that ship from the same warehouse.
After conducting an extensive research a few weeks after launch (surveys, in-person Testing and site analytics) we identified customers had three main issues with Jet’s shopping experience and value proposition.
1. Customers had a hard time trusting a new and unproven company as Jet.
2. Customers who bought at Jet did not repat after their 1st purchase .
3. Customers did not understand the actual value of “extra savings”.
In order to iterate in a fast manner with “real” data the design team, with the help of 2 developers, managed to build a “sand box” version of Jet’s production site. This allowed us to test multiple versions of the experience with real customers as they navigated through key shopping decisions.
After multiple months and multiple iterations of the experience, we had already a comprehensive list of validated findings and solutions.
- Customers began to understand how they could get value until they had added a couple of items to the cart.
- A persitent cart was designed to show how prices were going down in real tim as customers shopped.
- Customers had a problem doing the math and figuring out how much the items really cost.
- Show lowest final price in real time across the experience.
- Customers had a problem making all the savings decisions along the journey and did not understand how much value they could get.
- Provide all relevant controls to lower prices before adding to cart. Click to interact with prototype->
- Customers were missing how prices were going down in real time.
- Provide guidance and celebrate value with animations.
After a few more iterations, we decided on the final interactions and translated them to a complete story across the experience.
3. We exchanged all language around savings and showed lowest possible price in real time.
4. We provided control over how low the prices could go and used familiar colors to show value.
5. We showed value where it mattered (at the moment of adding to cart) and we celebrated it with color and animation.
This is how it looked when we put everything together:
Building the solution
As the design process was providing solutions, we began to work with the development team to build the experience into a responsive site and an iOS and Android application. Since most of the customers begin their journey on a mobile device, we made all final design and development decisions for mobile and scaled from there.
As we launched this new experience as an A/B test we conducted another round of quantitative research which found that:
- 8-10 customers understood Jet’s value proposition
- 8-10 customers said Jet’s prices were lower than other sites
- 6-10 customers said they would be willing to purchase at Jet
The qualitive data team, in turn, determined that this had translated into:
- Higher order size
- Higher order value
- Higher average savings
- Higher revenue per visit
In summary, our customers were actually finding value and having fun with the experience we had designed.