Pura - Why can’t I search?
🗓 April 2022 (2 weeks from ideation to launch)
👥 Customer-facing
🖥 Desktop, mobile web
🎨 Sole Designer + PM + dev team (8)
🔧 Has been built and launched
😇 #1 requested feature from customers
😐 Problem: With nearly 200 fragrances, customers are irritated and intimidated when swapping one fragrance for another. They are forced to scroll and click through 8+ pages of product.
GIF - Swap collection before new search feature
Why can’t I search?
Goal: Help customers quickly find a new fragrance to swap
Process overview: From formal customer interviews, to customer support tickets, being able to search when swapping products was the #1 requested feature
Process:
Agile Format:
Sketch
Prototype
Evaluate
Validate
Some context
At Pura, we feel extremely lucky to work with so many amazing brands and individuals. (Just to give you an idea, companies like Capri Blue, Anthropologie, and Disney are among our incredible—and growing—roster of partners.)
We love giving customers a large variety of choices, striving to provide all types of people with their favorite scents.
However, we know that sometimes a lot of choices can be daunting. This project was our first step at attempting to ease the customer's burden of choice.
Images - Swap collection with new filtering search bar on Desktop and mobile web. Results filter as customer types.
Swap fragrances easier
Recommended solution: A filter search list feature
Success metrics:
⬆️ increase in successful swaps per month. (Successful = they start and complete swap flow).
⬇️ decrease in customer support tickets for swapping
⬇️ decrease # of addresses from multiple checkouts (a technical restraint)
⬇️ decrease # of delivery schedules (a technical restraint)
⬇️ decrease # of customers updating their payment methods unintentionally (a technical restraint)
Outcome: As of writing this, we are still gathering feedback around this new feature. But we have been able to already see a downtrend in the following areas-
Duplicate addresses from multiple checkouts 📉
Multiple delivery schedules 📉
Users updating their payment methods unintentionally 📉
Next steps and final thoughts
We have just scratched the surface in making “swap” a better and less daunting experience for Pura customers.
Though lots of choices can be intimidating, I believe that the large roster of Pura fragrances is a strength, we just have to figure out how to present it better to customers.
Adding a filter and sort as well as an intelligent recommendation system will elevate the customer’s experience even more.
For now, I am pleased to give customer’s the search feature they have been asking for so they can enjoy the many different fragrances Pura has to offer.