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CPAPnation is an e-commerce platform that provides sleep apnea solutions to over 6,000 patients a month. CPAPnation needed to raise their average order value in order to support key business metrics, including the ROAS of their current marketing campaigns.
Keeping up with maintenance of my CPAP machine is the biggest challenge for me. It's hard to stay on top of.
I had a very difficult time finding the right mask that was compatible with my new machine.
As a first time CPAP user it was difficult for me to figure out which items I needed to get started with my sleep therapy.
Role
Product Designer
Date
May, 2024
Services
Cpapnation.com
Role
Product Designer
Date
May, 2024
Services
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New Features
The research phase informed the necessity for two new features to better serve the cpapnation.com customers. My goal for the solution ideation was to consider service oriented designs, and although the main objective of the project was to lift AOV, my research indicated that it was essential to do so be addressing tangible user needs and leveraging our product expertise.
1. Product Bundles
Address the users' need to easily find compatible products, and leverage our product expertise in the language and execution of the bundles to create clear product groupings that are relevant to certain customer needs.
2. Product Subscriptions
Eliminate the need for consistent ordering to comply with recommended equipment resupply guidelines. Instead, offer automated subscription services that allow customers to effortlessly optimize their sleep therapy.
Minimum Viable Product
To get test the viability of these features, I was tasked with designing a prototype and directing the prototype launch for each feature. The goal of this prototype was to execute these features in a way that would keep development costs down, ensuring that our resources would not be wasted if the features did not perform. This created a variety of design constraints, but depending on the performance data of each feature more resources would be dedicated to iterating on their design and functionality.
Jane, 57
Occupation:
Human Resources Manager
Time Using CPAP:
New, Diagnosed Recently
Bio:
Jane recently discovered she has sleep apnea, and she is nervous to get started with CPAP treatment. She has done research on top rated machines and will spare no expense to make treatment comfortable.
Motivations:
AFFORDABILITY
SPEED OF DELIVERY
BRAND NAMES
CUSTOMER SERVICE
CONVENIENCE
Pain Point:
As a new user, Jane is having a difficult time figuring out all of the equipment and accessories that she needs in order to get started with CPAP treatment.
Bob, 74
Occupation:
Retired
Time Using CPAP:
User For 8+ Years
Bio:
Bob has been using CPAP for long enough that he knows what he needs, and has his favorite items. At this point Bob has a routine of placing the same order for replacement supplies every month.
Motivations:
AFFORDABILITY
SPEED OF DELIVERY
BRAND NAMES
CUSTOMER SERVICE
CONVENIENCE
Pain Point:
Bob is tired of having to keep up with ordering every month, and sometimes he forgets to place his order resulting in gaps in his therapy and health problems.
Participants noted having a difficult time removing unwanted items from their bundle.
Update the UI in order to allow for easy removal for products from bundles before adding to cart.
Frustration was shown by participants in the amount of time spent on bundle pages before finding add to cart.
Need to compress the UI of the bundles widgets in order to reduce the amount of time scrolling on the product page.
10% of participants failed to find where to cancel a product subscription.
Necessity for clearer indicators of subscription management services.
Confusion was shown about the details of what a product subscription entailed by many participants.
Update of subscription UI to include clearer value propositions and guidelines.
11%
Increase in Average Order Value
Within 90 days of launching both features the store saw an 11% lift in average order value sitewide.
8%
Increase in Returned Products
Largely due to customers receiving items as part of their bundle packages or from subscriptions that they did not want.
18%
Increase in Returning Customer Rate
These features were helping to retain customers over a 90 day period.
The launch of these features successfully accomplished the project objective of increasing average order value. However, these features created new challenges that will need to be further researched and addressed. These features have been approved for further development, and are currently in the design iteration phase.
Cpapnation.com
Role
Product Designer
Date
May, 2024
Services
© 2035 CARSON ALFORD
My Philosophy
I strive to bring a sense of humanity into an increasingly technological world by empathizing with product users.
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