Research-Led Feature Development

Listen to what they really want and offer it as early as possible.

Project Summary

Situation

Generative user interviews I lead about the users’ purchase experience resulted in the development of the price estimate feature to clearly communicate the value proposition and answer common questions early.

Task

Understand the customer journey in order to identify pain points and opportunities to optimize the purchase experience and increase conversion.

Process

  1. Generative User Interviews

  2. Evaluative Usability Testing

  3. A/B Test

  4. Feature Delivery

Results

25% Increase in Lead to Quote Rate (primary target metric)

Step 1: Conduct user interviews to generate insights about the current Jetty Deposit Experience.

Hypothesis — Talking to users about their experience moving into an apartment using Jetty will uncover opportunities to streamline and improve conversion rates.

Interview Format

  • 7 Participants (Mix of “Purchasers” + “Non-purchasers”)

  • 45 minutes Zoom calls for $30 gift card

  • Product demo (staging link)

  • Used underwriting personas mapped to various credit tiers to show dynamic pricing

The insights observed.

“Most go through three phases before completing a purchase - See a quote, take time to do research, come back to purchase.”

Ideas

  • Show a price estimate as early as possible.

  • Improve education and establish trust.

Pain Points

  • Not understanding how it works.

  • Quote is shown deep in the funnel.

“The cost savings is too good to pass up—moving is expensive!”

Ideas

  • Clearly communicate the value prop as early as possible.

“Marketing emails are effective at getting folks to the flow—but an informed leasing agent makes for a smooth experience.”

Ideas

  • Improve education to reduce the reliance on leasing agents.

  • Prefill as much data as we can.

“Renters are not necessarily choosing the most economical payment schedule option.”

Ideas

  • Provide better education around payment schedules.

  • Recommend an option based on lease term.

Next Steps

  • Explore feature ideas to solve the pain points

  • Define new UX based on insights and business goals to inform the product strategy

Step 2: Conduct usability testing to validate a proposed new experience with the users.

Hypothesis — Delivering a personalized, one-click offer-to-checkout experience is going to increase purchase flow conversion.

Interview Logistics

I conducted another round of user interviews where the participants were asked go through a prototype of the purchase flow and share their feedback to specific usability questions.

  • 45-minute Zoom video chat on mobile device and share screen

  • Figma prototype

  • Go through the flow and answer questions

  • $50 gift card

The insights observed.

The overall experience and ordering of steps for the new purchase flow makes sense.

Validated

  • Leading with a estimated savings is effective at communicating the value prop.

  • “Account creation” as a first step is acceptable if preceded by basic offering education and value prop.

Pre-filled data is convenient but renters expect transparency, privacy and security. 

Areas to Improve

We aren't effectively communicating "How Jetty Deposit Works".

There are implicit and explicit signals in establishing trust with potential members.

Areas to Improve

Offering upsells feel appropriate but unexpected. Need to explain the relationship between offerings better.

The users expect to choose from a variety of modern payment methods.

Areas to Improve

While monthly vs. one-time payments are still confusing, contextualizing these options over a lease term provides some clarity.

Next Steps

  • Define incremental steps to build toward the new experience.

  • Which feature would have the biggest impact to improving conversion?

Step 3: Conduct A/B test to evaluate ideas.

Hypothesis — Leading the purchase flow with a clear value prop will lead to a higher page conversion.

Test Logistics

  • 3 Design Variations

    • Variation A - No savings estimate (control)

    • Variation B - Savings estimate only

    • Variation C - Savings estimate + education

  • One test property partner

Success Metrics

  • Primary KPI

    • Lead to Quote Rate (L2Q)

  • Secondary KPI

    • Quote to bind (Q2B)

    • Lead to bind (L2B)

    • Building selector completion

Results

The Savings Estimate increased conversion!

  • Savings estimate drives higher conversion.

  • The bigger the deposit the more JD education is necessary for conversion.

  • We know how to clearly communicate the value prop for JD.
    Next Steps

  • Explore designs to create a final version to build. 

Next Steps

Explore designs to create a final version to build. 

Step 4: Design, build and launch

Based on the results of the usability testing and the A/B Test, I sketched out many different iterations to get to a refined final design.

Final Design

We added the Value Prop. page at the front of the purchase flow.

  • Price estimate drives higher conversion.

  • The bigger the deposit the more JD education is necessary for conversion.

  • We know how to clearly communicate the value prop for JD.

Results

The primary KPI (lead to quote rate) increased by 25%, which positively contributed to revenue increase. It is the best performing new feature Jetty team has ever implemented.

Audience

Renters
Partners

Team & Roles

Product Design: Paul Chun
Product Manager: Gal Katz
Engineer: Robert Bauman, Yevette Zhang