Problem
87% of people that add products to carts do not buy them.
Solution
We proposed a review model that gives new customers the added confidence and engages old customers to the Gilson community. I also revamped Gilson's website to improve usability and brand identity.
Outcome
"If you think about the things we could double sales on with the smallest amount of change, I think this (the review model) is one of them."
— Andrew Mikowski, Chief Revenue Officer | Gilson Snow, Inc.
Overview

Analyzing Gilson's Product-Service System to identify where unmet/unarticulated needs may be satisfied with a new data-driven service.

Team

Sabrina Lyu (Design Lead)
Han Xue (Research Lead)
Dakota Dong (Development Lead)
Ember Liu (Product Manager)
Neil Thawani (Project Coordinator)

Timeline

Jan - Aug 2020

Tools

Figma
Zeplin
ProtoPie
React

Role: Service Designer, Prototyper, Visual Designer
Timeline: Jan - May 2020    
Tools: Figma, Mural

We worked with Gilson Snow, Inc, the largest producer of custom snowboards and skis in Pennsylvania to analyze Gilson's Product-Service System to identify where unmet/unarticulated needs may be satisfied with a new data-driven service.

We proposed a review model to improve the conversion rate from cart to purchase, and revamped Gilson's website to improve usability and brand identity.

Outcome

Research

Method: user-centered research guided by service concepts.

We conducted user-centered research to understand the behavior, attitudes, motivations, and social graph of current and prospective customers. We applied Conceptual Modeling, Service Blueprinting, Interview, Think-Aloud, Storyboarding, and Prototyping to help identify and target the unmet needs.

Service Blueprint

Problem: 87% of people that add products to carts do not buy them.

Through analyzing Gilson’s product-service system & web data, we identified that there’s a huge opportunity space from the cart (customer's awareness) to the purchase (final decision).

Look at Cart Abandonment. Taking a period of time during the Winter Season, we saw 7,037 Add to Carts lead to 914 Purchases → roughly a 13% Add to Cart Conversion Ratio. In other words, 87% of people that add products to carts do not buy them. This is a huge area of opportunity for us. Moving these prospective customers across the line is low hanging fruit for us to better take advantage of converting.

Riders seek for secondary opinion through advice from others and reviews to gain confidence in committing to a board.

Team

Sabrina Lyu (Design Lead)
Han Xue (Research Lead)
Dakota Dong (Development Lead)
Ember Liu (Product Manager)
Neil Thawani (Project Coordinator)

Timeline

Jan - Aug 2020

Tools

Figma
Zeplin
ProtoPie
React

Through interviews and think-alouds with various snowboarders to understand customer’s decision-making factors, we found that riders seek for secondary opinion through advice from others and reviews to gain confidence in committing to a board. This suggests a service to engage old customers and equip new customers with the confidence to purchase.

Also, compared to other brands, Gilson riders value more on social aspects and personal ideology in snowboarding.


Personas

Customer Journey Map

Service Design

A review model to engage old customers and equip new customers with the confidence to purchase.

By mapping out potential value flow, mapping our ideas to the effort-impact matrix, and referencing our synthesized research and personas, we narrowed on the solution of a review model. Through the form of celebrating the "Birthday" of the snowboard, we aimed to increase customer’s emotional attachments to the brand. This review model would provide Gilson and their customers the opportunity to co-create value for new customers.


How it works -

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Review model_concept video

Implementation & Scalability

1. What technology is used to implement the service? Is there a possibility to minimize or eliminate development with a partner?

Similar to how Gilson developed their order management system internally, a review system can be implemented by setting up a database. This database can be established through a third-party, such as AWS, MongoDB, etc. These services incur cost per amount of data stored. The "year-in-review" can be created with partnering Gilson board artists.

2. How involved would Gilson have to become to maintain authenticity while also assuring quality/appropriateness?

Gilson will be able to look through the birthday survey responses and format them into a review that will be posted on the website. During this process, responses can be edited to eliminate any inappropriate/offensive language. Same modifications can be made to reviews that are directly posted on the webpage.

Website Redesign

Add the review feature to Gilson's website and improve the usability.

After the service design, I also redesigned Gilson's website to add the review feature and improve the overall website experience.

Gilson is careful about what content they put on the website, but unaware of how the customers perceived them. So everything I refined was starting from the customers’ standpoint.

Insights from the research

Reflections

Consider the scalability and maintenance cost

Compared to school works, real world projects consider the implementation and maintenance cost of a feature. I need to consider the scalability of this model, potential updates and design maintenance. I needed to consider things like "Is the design re-usable", "Is the design costly", and "Does it involve a third-party service to maintain the feature".

Team

Sabrina Lyu (Design Lead)
Han Xue (Research Lead)
Dakota Dong (Development Lead)
Ember Liu (Product Manager)
Neil Thawani (Project Coordinator)

Timeline

Jan - Aug 2020

Tools

Figma
Zeplin
ProtoPie
React

Design is about trade-off and balancing