Sock Club specializes in custom socks for promotional marketing (i.e. swag), and offers a free design service as a major selling point. Over the past 2 years, they have focused on moving the business from email to online, allowing clients to request sock designs, edit those socks, and purchase them all through the website. I was tasked with the broad goal of improving the web experience.
To understand where I could make an impact first, I looked to conversions. The overall web conversion (a user who came to Sock Club through search) was low, around 2%. I looked at each stage to see where conversion was the lowest, and found the signup process was at 15%, while the rest was at or above 32%
Sock Club specializes in custom socks for promotional marketing (i.e. swag), and offers a free design service as a major selling point. Over the past 2 years, they have focused on moving the business from email to online, allowing clients to request sock designs, edit those socks, and purchase them all through the website. I was tasked with the broad goal of improving the web experience.
To understand where I could make an impact first, I looked to conversions. The overall web conversion (a user who came to Sock Club through search) was low, around 2%. I looked at each stage to see where conversion was the lowest, and found the signup process was at 15%, while the rest was at or above 32%
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I wanted to understand 2 things: who our web users are, and what was the problem with our signup process.
Through Google Analytics and Sock Club's CRM software, I was able to get a reasonable idea of user demographics, like clients range from junior employees to small business owners.
I then sent surveys and met with the customer facing teams -- marketing and sales. From their answers, I was able to get a more subjective perspective.
I also reached out to users who had placed orders with us for brief interviews. Some key takeaways were that Sock Club's customer service and design team are a big reason clients love using the site.
Using an online user testing platform, I asked 7 users to run through the Sock Club signup process, which revealed a lot of pain points. The biggest were:
To design a solution, I wanted to try out a mini design sprint, bringing in a couple of other team members and trying out some design exercises.
The mini design sprint was made up of me, a sock designer, a developer, and the product manager. The schedule was:
There was great insight by having other team members together! Journey mapping helped us identify where users might feel uncertainty or need to bring in another decision maker.
I created the prototype based on the sketches and went through another round of user testing. Overall, users were really positive (and not confused!) but I identified some areas to improve. The biggest issues was many users still didn't understand that Sock Club has a free design service.
Currently, development is building a pared down version so we can get insight with live users. You can view the prototype below!
Sock Club specializes in custom socks for promotional marketing (i.e. swag), and offers a free design service as a major selling point. Over the past 2 years, they have focused on moving the business from email to online, allowing clients to request sock designs, edit those socks, and purchase them all through the website. I was tasked with the broad goal of improving the web experience.
To understand where I could make an impact first, I looked to conversions. The overall web conversion (a user who came to Sock Club through search) was low, around 2%. I looked at each stage to see where conversion was the lowest, and found the signup process was at 15%, while the rest was at or above 32%
