Product Design for digital freedom
Product Design
for digital freedom
Product Design
for digital freedom
Zalando Beauty:
enabling free samples
Zalando Beauty
enabling free samples
Zalando Beauty
enabling free samples
COMPANY
Zalando
GOAL
Increase market share, reduce returns, boost conversion
TIMELINE
May 2020-March 2021
OUTCOME
New beauty user flow in all platforms
COMPANY
Zalando
GOAL
Increase market share, reduce returns, boost conversion
TIMELINE
May 2020-March 2021
OUTCOME
New beauty user flow in all platforms
Responsibilities
User Research
Concept Design
Interaction Design
Visual Design
Usability Testing
Responsibilities
User Research
Concept Design
Interaction Design
Visual Design
Usability Testing
COMPANY
Zalando
GOAL
Increase market share, reduce returns, boost conversion
TIMELINE
March-Oct 2021
OUTCOME
New beauty user flow in all platforms
COMPANY
Zalando
GOAL
Increase market share, reduce returns, boost conversion
TIMELINE
March-Oct 2021
OUTCOME
New beauty user flow in all platforms
Responsibilities
User Research
User Research
Concept Design
Concept Design
Interaction Design
Interaction Design
Visual Design
Visual Design
Usability Testing
Usability Testing
Zalando is the biggest fashion and lifestyle online retailer in Europe with +51 million active customers. They launched the new beauty category in 2018 but still used the same fashion customer journey. But is buying a hoodie akin to selecting a foundation online? Obviously, no. The distinct needs of beauty customers demand a sensorial experience, one that transcends the traditional confines of online fashion shopping.
The objective was to mitigate customers' risk when purchasing beauty products online. This involved partnering with a diverse array of stakeholders, spanning marketing, business development, engineering, and logistics. This project was part of a comprehensive beauty initiative that led to a partnership with Sephora. For a deeper dive into another beauty endeavor I spearheaded, feel free to explore this case study
Zalando is the biggest fashion and lifestyle online retailer in Europe with +51 million active customers. They launched the new beauty category in 2018 but still used the same fashion customer journey. But is buying a hoodie akin to selecting a foundation online? Obviously, no. The distinct needs of beauty customers demand a sensorial experience, one that transcends the traditional confines of online fashion shopping.
The objective was to mitigate customers' risk when purchasing beauty products online. This involved partnering with a diverse array of stakeholders, spanning marketing, business development, engineering, and logistics. This project was part of a comprehensive beauty initiative that led to a partnership with Sephora. For a deeper dive into another beauty endeavor I spearheaded, feel free to explore this case study
Zalando is the biggest fashion and lifestyle online retailer in Europe with +51 million active customers. They launched the new beauty category in 2018 but still used the same fashion customer journey. But is buying a hoodie akin to selecting a foundation online? Obviously, no. The distinct needs of beauty customers demand a sensorial experience, one that transcends the traditional confines of online fashion shopping.
The objective was to mitigate customers' risk when purchasing beauty products online. This involved partnering with a diverse array of stakeholders, spanning marketing, business development, engineering, and logistics. This project was part of a comprehensive beauty initiative that led to a partnership with Sephora. For a deeper dive into another beauty endeavor I spearheaded, feel free to explore this case study
2020: shifting beauty online
2020: shifting
beauty online
It’s 2020 and Europe faces an extended lockdown, shuttering stores and confining people to their homes. While online shopping had become second nature for many, only 52% of consumers had ventured into beauty online before the pandemic. The essential multi-sensory aspect of beauty products, typically experienced in physical stores, posed a challenge for online retailers. People need to smell, feel and try the products on their skin or hair before buying them.
Since beauty was a relatively new category at Zalando, their user experience hadn’t been tailored to meet these needs. After mapping out their customer journey, we spotted multiple opportunities to enhance the experience.
It’s 2020 and Europe faces an extended lockdown, shuttering stores and confining people to their homes. While online shopping had become second nature for many, only 52% of consumers had ventured into beauty online before the pandemic. The essential multi-sensory aspect of beauty products, typically experienced in physical stores, posed a challenge for online retailers. People need to smell, feel and try the products on their skin or hair before buying them.
Since beauty was a relatively new category at Zalando, their user experience hadn’t been tailored to meet these needs. After mapping out their customer journey, we spotted multiple opportunities to enhance the experience.
It’s 2020 and Europe faces an extended lockdown, shuttering stores and confining people to their homes. While online shopping had become second nature for many, only 52% of consumers had ventured into beauty online before the pandemic. The essential multi-sensory aspect of beauty products, typically experienced in physical stores, posed a challenge for online retailers. People need to smell, feel and try the products on their skin or hair before buying them.
Since beauty was a relatively new category at Zalando, their user experience hadn’t been tailored to meet these needs. After mapping out their customer journey, we spotted multiple opportunities to enhance the experience.
Tackling
multiple issues
A staggering 69% of customers identified risk-free product trials as a top priority when shopping beauty items, highlighting the urgent need to bridge the gap between online and offline beauty purchases. This limitation hindered customers’ exploration of new products and limited them to replenishing known products.
Meanwhile, high return rates and product disposal presented a looming sustainability challenge. Unsealed returned products couldn’t be resold and increased environmental concerns and strained resources. Additionally, Zalando's suppliers, particularly premium brands like Sephora, expected a sampling experience as an industry standard. Meeting this requirement was imperative also to solidify partnerships vital to Zalando's growth strategy.
A staggering 69% of customers identified risk-free product trials as a top priority when shopping beauty items, highlighting the urgent need to bridge the gap between online and offline beauty purchases. This limitation hindered customers’ exploration of new products and limited them to replenishing known products.
Meanwhile, high return rates and product disposal presented a looming sustainability challenge. Unsealed returned products couldn’t be resold and increased environmental concerns and strained resources. Additionally, Zalando's suppliers, particularly premium brands like Sephora, expected a sampling experience as an industry standard. Meeting this requirement was imperative also to solidify partnerships vital to Zalando's growth strategy.
A staggering 69% of customers identified risk-free product trials as a top priority when shopping beauty items, highlighting the urgent need to bridge the gap between online and offline beauty purchases. This limitation hindered customers’ exploration of new products and limited them to replenishing known products.
Meanwhile, high return rates and product disposal presented a looming sustainability challenge. Unsealed returned products couldn’t be resold and increased environmental concerns and strained resources. Additionally, Zalando's suppliers, particularly premium brands like Sephora, expected a sampling experience as an industry standard. Meeting this requirement was imperative also to solidify partnerships vital to Zalando's growth strategy.
Tackling
multiple issues
Defining
Defining
customer choice
customer choice
The goal was to introduce mini-sizes and free samples allowing customers to try products before committing to full-size purchases. Customer choice was a key factor. Rather than offering random samples at checkout as many competitors, we aimed to empower people to select their preferred samples—a feature celebrated by all test participants.
From this core principle, we validated some assumptions through user tests. Although some of them remained unanswered, we confirmed two key ideas. Firstly, we could encourage both fashion and beauty customers to explore beauty. And secondly, that people wanted to browse and search for mini and sample sizes.
The goal was to introduce mini-sizes and free samples allowing customers to try products before committing to full-size purchases. Customer choice was a key factor. Rather than offering random samples at checkout as many competitors, we aimed to empower people to select their preferred samples—a feature celebrated by all test participants.
From this core principle, we validated some assumptions through user tests. Although some of them remained unanswered, we confirmed two key ideas. Firstly, we could encourage both fashion and beauty customers to explore beauty. And secondly, that people wanted to browse and search for mini and sample sizes.
The goal was to introduce mini-sizes and free samples allowing customers to try products before committing to full-size purchases. Customer choice was a key factor. Rather than offering random samples at checkout as many competitors, we aimed to empower people to select their preferred samples—a feature celebrated by all test participants.
From this core principle, we validated some assumptions through user tests. Although some of them remained unanswered, we confirmed two key ideas. Firstly, we could encourage both fashion and beauty customers to explore beauty. And secondly, that people wanted to browse and search for mini and sample sizes.
To ensure the economic viability, we implemented checkout restrictions to mitigate the "free-candy effect", clearly communicated throughout the user journey. Additionally, in collaboration with the Product team, we established a minimum order value for free sample eligibility.
To ensure the economic viability, we implemented checkout restrictions to mitigate the "free-candy effect", clearly communicated throughout the user journey. Additionally, in collaboration with the Product team, we established a minimum order value for free sample eligibility.
To ensure the economic viability, we implemented checkout restrictions to mitigate the "free-candy effect", clearly communicated throughout the user journey. Additionally, in collaboration with the Product team, we established a minimum order value for free sample eligibility.
From mini sizes
From mini sizes
to free samples
to free samples
Introducing samples and mini sizes and connecting them to the full size product required an extensive back-end solution. The first milestone was to consolidate mini sizes and full sizes on the same product page, facilitated by a flexible data model accommodating products of varying sizes. User research confirmed that mini-sizes were ideal for treatment and skin or hair care products requiring an extended trial period for discernible results.
Introducing samples and mini sizes and connecting them to the full size product required an extensive back-end solution. The first milestone was to consolidate mini sizes and full sizes on the same product page, facilitated by a flexible data model accommodating products of varying sizes. User research confirmed that mini-sizes were ideal for treatment and skin or hair care products requiring an extended trial period for discernible results.
Introducing samples and mini sizes and connecting them to the full size product required an extensive back-end solution. The first milestone was to consolidate mini sizes and full sizes on the same product page, facilitated by a flexible data model accommodating products of varying sizes. User research confirmed that mini-sizes were ideal for treatment and skin or hair care products requiring an extended trial period for discernible results.
Building up this groundwork, our second step involved integrating zero-price SKUs for free samples as a new size option within the full-size product page. These samples, typically one serving, were tailored for testing fragrances or color makeup, aiding customers in their decision-making process.
The introduction of these new sizes impacted the entire user flow, from catalog to checkout. Thus, coordination with stakeholders from multiple teams was imperative for project success. Iterative improvements, informed by feedback from usability tests, ensured an enhanced user experience throughout.
Building up this groundwork, our second step involved integrating zero-price SKUs for free samples as a new size option within the full-size product page. These samples, typically one serving, were tailored for testing fragrances or color makeup, aiding customers in their decision-making process.
The introduction of these new sizes impacted the entire user flow, from catalog to checkout. Thus, coordination with stakeholders from multiple teams was imperative for project success. Iterative improvements, informed by feedback from usability tests, ensured an enhanced user experience throughout.
Building up this groundwork, our second step involved integrating zero-price SKUs for free samples as a new size option within the full-size product page. These samples, typically one serving, were tailored for testing fragrances or color makeup, aiding customers in their decision-making process.
The introduction of these new sizes impacted the entire user flow, from catalog to checkout. Thus, coordination with stakeholders from multiple teams was imperative for project success. Iterative improvements, informed by feedback from usability tests, ensured an enhanced user experience throughout.
Checkout design
Checkout design
for edge cases
for edge cases
We embarked on a thorough examination of every possible checkout considering multiple scenarios, ensuring no stone was left unturned. This exhaustive process was the culmination of collaborative efforts with the content design team to devise the sample onboarding strategy, and the product team to implement shipping and return restrictions.
We embarked on a thorough examination of every possible checkout considering multiple scenarios, ensuring no stone was left unturned. This exhaustive process was the culmination of collaborative efforts with the content design team to devise the sample onboarding strategy, and the product team to implement shipping and return restrictions.
We embarked on a thorough examination of every possible checkout considering multiple scenarios, ensuring no stone was left unturned. This exhaustive process was the culmination of collaborative efforts with the content design team to devise the sample onboarding strategy, and the product team to implement shipping and return restrictions.
Conversion boost:
Conversion boost:
a critical endpoint
a critical endpoint
Maximizing conversion to full-size item was a crucial KPI. However, our data indicated that merely trying out the product didn't lead to regular purchases.
We adopted a multifaceted strategy. Sending reminders via push notifications and emails, we engaged customers who had tried samples, nudging them towards a seamless conversion into the full- size. We also planned to scatter other little nudges across the journey as experiments
But conversion hinged on various factors, some of them within Zalando's control, like pricing and product availability. We acknowledge the need for additional incentives like subscription discounts or coupons, aligning with the efforts of other teams. This approach aimed not only to boost conversion rates, but also to deliver a seamless and rewarding shopping experience.
Maximizing conversion to full-size item was a crucial KPI. However, our data indicated that merely trying out the product didn't lead to regular purchases.
We adopted a multifaceted strategy. Sending reminders via push notifications and emails, we engaged customers who had tried samples, nudging them towards a seamless conversion into the full- size. We also planned to scatter other little nudges across the journey as experiments
But conversion hinged on various factors, some of them within Zalando's control, like pricing and product availability. We acknowledge the need for additional incentives like subscription discounts or coupons, aligning with the efforts of other teams. This approach aimed not only to boost conversion rates, but also to deliver a seamless and rewarding shopping experience.
Maximizing conversion to full-size item was a crucial KPI. However, our data indicated that merely trying out the product didn't lead to regular purchases.
We adopted a multifaceted strategy. Sending reminders via push notifications and emails, we engaged customers who had tried samples, nudging them towards a seamless conversion into the full- size. We also planned to scatter other little nudges across the journey as experiments
But conversion hinged on various factors, some of them within Zalando's control, like pricing and product availability. We acknowledge the need for additional incentives like subscription discounts or coupons, aligning with the efforts of other teams. This approach aimed not only to boost conversion rates, but also to deliver a seamless and rewarding shopping experience.
Big success:
Big success:
unveiling impact
unveiling impact
Launched in Austria in September 2022, the free samples initiative achieved resounding success across all fronts.
Business value:
Tripled customer acquisition in just two months.
Increased GMV by 16% on average per sample customers
Profit: +21€ profit per average sample customer
Sample conversion rate reached an impressive 6%
Customer satisfaction:
89% of sample customers reported high satisfaction levels: positive impacts on inspiration, Zalando visiting frequency, willingness to test more, and perception of Beauty competence.
Launched in Austria in September 2022, the free samples initiative achieved resounding success across all fronts.
Business value:
Tripled customer acquisition in just two months.
Increased GMV by 16% on average per sample customers
Profit: +21€ profit per average sample customer
Sample conversion rate reached an impressive 6%
Customer satisfaction:
89% of sample customers reported high satisfaction levels: positive impacts on inspiration, Zalando visiting frequency, willingness to test more, and perception of Beauty competence.
Launched in Austria in September 2022, the free samples initiative achieved resounding success across all fronts.
Business value:
- Tripled customer acquisition in just two months.
- Increased GMV by 16% on average per sample customers
- Profit: +21€ profit per average sample customer
Sample conversion rate reached an impressive 6%
Customer satisfaction:
- 89% of sample customers reported high satisfaction levels: positive impacts on inspiration, Zalando visiting frequency, willingness to test more, and perception of Beauty competence.
