During my time as UX Lead at Candy Club, my job was to take a deep dive into the company's user experience. I would then identify points where the member experience could be imporved in order to increase retention and member satisfaction.
About Candy Club
Candy Club is the Premiere Candy of the Month Club. They're bringing the candy store to your door. Candy Club takes pride in offering their members an amazing variety of delicious and differentiated candies, specially selected by their team of candy experts for their members’ enjoyment, discovery and surprise.
Candy Club's main business goals were (1) to increase retention by creating excitement and showing a wide variety of product and (2) to create a seamless and effective member experience to increase member satisfaction. These goals were the cornerstone of every UX initiative.
Candy Club's gift process, which can be viewed below, was lacking in a few ways. It required a member to go through the entire order process per each gift order, which was time consuming and tedious. It also lacked the excitement created when selecting a gift for a special someone, and our goal was to add that excitement back in while making it easier to give more than one gift at once.
This process included many iterations of wireframe and UI edits. At each stage, the team re-evaluated the gift process and whether or not it was achieving business goals. By clicking the link below, you can see the first iteration of wireframes, from which we cut unnecessary interactions and added a more detailed "recipient information" page.
Candy Club's "Account" page lacked certain tools neccesary for member satisfaction. Initially, the company required members to call in order to cancel their account. This left a lot of members feeling angry and intent on cancelling by the time they got customer service on the phone, and we sought to remedy that by creating a variety of account management tools.
Below you'll find the Information Architecture we created for member account management. We felt this structure would be suitable because it gives members the option to cancel or hold their subscription, and presents them with various options. In this way we hoped to keep members from cancelling their account outright.
The tools created include: Cancel Your Account, Skip A Shipment, and Change Subscription Size. The goal here was to give members various options for managing the amount of candy they're getting each month and the frequency at which they receive these shipments.
For guidance, we looked at the member account management tools of different subscription services such as Hulu, Winc and Sun Basket.
"Review & Approve" is the term that Candy Club uses for the process in which members choose which candies they'd like to receive every month. Below you'll find a video of the original candy picking process. Our main goal here was to get the members to use the filters in order to show the wide variety of candies available monthly.
This redesign also included a new way of merchandising: each month would have its own new "Collection" which would only be available for thirty days. The goal with the new merchandising and design was to increase retention.
We also introduced a new concept called the "Featured Box," which members could switch out with their usual shipment. This was a selection of premium candies (the first month for example, premium chocolates). All of this new information presented a significant challenge: how do we showcase all of our new and exciting product without overwhelming our members and cluttering our screen real estate? Find our solution below.
The new version of Review & Approve introduces new candy photography and creates a stronger presence for the products. Filters now have a front row spot, so that members can navigate both Collections and Categories. There is also a persistent floating banner which highlights that month's most prominent collections and featured products.
*design in progress / video shows various stages of prototype