Web

Sock Club Signup

The problem

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%

Web

Sock Club Signup

The problem

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%

The process

I wanted to understand 2 things: who our web users are, and what was the problem with our signup process.

User research

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.

“Why did I end up on the cotton crew? Did I actually click on the cotton crew? [...] I’m a bit lost to be honest. What if I don’t want the cotton crew?”

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:

  • Didn't grasp the free design service
  • Thought they were receiving free socks
  • Most importantly, everyone was confused

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 solution

The mini design sprint was made up of me, a sock designer, a developer, and the product manager. The schedule was:

  • Journey mapping
  • Design sketches
  • Prototype
  • Testing

Journey mapping & sketches

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.

Prototype & testing

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!

Web

Sock Club Signup

The problem

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%

Let's chat! 💬

Thank you! I'll be in touch with you as soon as possible.
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