The Honest Company is an American consumer goods company, co-founded by actress Jessica Alba, that emphasizes non-toxic household products to supply the marketplace for ethical consumerism. The company had $170 million in 2014 sales and was valued at $1.7 billion as of August 2015. (Wikipedia)
In My Role:
- Lead project strategy and organizational process development initiatives
- Collaborate and glean insights cross-functionally
- Conduct usability and competitive testing and user interviews using UserTesting.com
- Design wireframes and prototypes using Sketch and InVision
Honest Box: Subscription Redesign
Upon the completion of a year-long ethnographic study and multiple-failed attempts to optimize the existing Essentials Bundle subscription, it was decided to take subscriptions in a totally new direction.
Business rules were redesigned, moving away from a set # of products at a fixed monthly price to become a tiered discount model.
I furiously user tested previously failed tests, existing subscriptions, and proposed solutions. Upon completing synthesis and analysis, I iteratively wireframed and user tested a solution based on the collective feedback. I increased fidelity and made adjustments at each pass until I achieved high-fidelity designs worthy of live behavioral analysis.
I worked closely with development, product management, QA, customer service and marketing teams to configure and adjust designs to fit within the constraints of both the new business rules as well as a legacy architecture system.
Upon winning a carefully monitored round of a/b testing, the new Honest Box has been released to market.
After completing the user study I leveraged the results to inform the content hierarchy of the new design and to address areas of confusion and concern for the users.
I designed wireframes and created another user study to put my designs to the test.
Upon completion I applied the new findings and this is the final result.