Lick Colour Consultations

Role Product designer

Team Cross-functional product team

Goal Increase colour consultation bookings to convert high value decorators

Summary

I was part of a cross-functional product team at Lick, working to improve the D2C ecommerce platform and empower decorators to make responsible and confident colour decisions for their home. I was tasked with improving the colour consultation service offering to increase bookings and drive conversion of high-value customers. I took this project from ideation and user testing through to phased delivery to ensure we were driving value in the most effective ways.

Context

Data showed that colour consultations from Lick drove higher AOV and lifetime value. Based on this information, the business wanted to drive more bookings to attract high value customers and increase revenue.

We started by utilising A/B testing onsite and advertising to drive more traffic to the page. We quickly learned that, while there was interest in the service and we could increase the traffic to the page, these activities did not lead to an increase in conversion. This suggested we needed to look at optimising the web page and the offering itself.

User insights

To start, I met with each of the consultants to learn more about the end-to-end process and the learnings and feedback they had from their consultations. This helped to quickly identify the key problem areas to investigate:

What happens during a consultation. Feedback from the calls was very positive, but most decorators did not know what to expect on or after their consultation, this meant that many decorators were not prepared for the call.
When the consultation would take place. The booking form was only sent out after checkout, meaning that users didn’t know whether they would be able to have the consultation in a day or a month and made users apprehensive about booking.
Booking for more or less than 3 rooms. With only one type of consultation available stating “for up to three rooms”, users weren’t sure how to book consultations for more than 3 rooms or for a smaller project.

Before shot of the colour consultation page

"Everyone is always so excited to talk to us, we need to keep that"

"Need information upfront, to hit the ground running on the call"

"We want it to feel like talking to a friend"

Comments from the colour consultants

Ideation

Next, I invited all key stakeholders from across the business, including technology and brand teams, and the consultants themselves, to ideate a new end-to-end journey for booking a colour consultation, based on the pain points identified.

Meet the team. Add bios for the team members to humanise the service and introduce our friendly consultants.
Packages for different numbers of rooms. Offer different prices for users who wanted more or less than 3 rooms, including a number of free samples per room.
Booking system and form. Introduce a booking system so that users can see availability at the time of booking and allows consultants to gather and store information about the project before the call.

Shots from the ideation workshop, including crazy 8's and storyboarding exercises.

Meet the team bios

Information about the consultation and what you get

Option to book multiple rooms, each with different additions to the packages.

Booking form to choose a specific time, and share project information

User testing

After reviewing with stakeholders, I launched a usability test with the main goal of understanding what information was important in helping users to understand what the consultation was about and what might sway or block them from booking.

Start with smaller rooms. Users noted they would be interested in booking a consultation for one room to see what it was like before committing to a larger room package.
Focus on the call. While case studies were inspirational, users had more questions about exactly what happened on the call, and wanted to see a video clips of a consultation and what type of questions the consultants might ask.
Don’t make users choose a consultant. Although this was not included in the booking form, when we led with ‘meet the team’ information on the page, users assumed the would be able to book a specific consultant, even though they would not know who to choose and this was not a blocker for booking.

Full testing prototype

Final page design on desktop and mobile

Outcomes and next steps

After validating our core ideas, we broke delivery down into 2 initial phases.

Phase 1 focused on the new page and content to drive and increase in booking conversions. For this stage, we set a target of a 50% increase in bookings in the first month whilst maintaining a steady conversion to a product purchase.

If successful, we would move onto the phase 2 and introduce a booking system, ensuring an optimised end-to-end journey for both users and the consultants.