Darren Yee

User

Rodan and Fields is an skin care e-commerce company. They use multi-Level marketing to sell their products. I designed a tool for sellers to prioritize their tasks that will scale their business, and increase sales over time.

Pain Points

• User surveys reported low ease of use scores. Less experienced sellers do not know what high impact actions they can take to scale their organization.They didn't know how to complete the action leading to abandonment.
• CTA's were hidden in a drawer, which made it difficult for users to complete their action, leading to lower engagement.

Approach

• User Research: uncovered pain points why users were not using "Tasks", and uncover which tasks users should focus on.
• Iterative Design: produced rapid low fidelity iterations to understand project scope.
• Usability Testing: conducted usability tests to test our assumptions.
• Handoff: finalized designs and handed them off to engineering to develop.

Challenges

• Identifying the Biggest Win: Changing core components involved a lot of bargaining and change. I identified the biggest win for this project, which was moving the completion CTA's out of the drawer so the user could complete their task. I showed that the more users were able to complete their actions, the more their businesses would scale, and they would sell more products. This showed product that value proposition for implementing this change.
Phased Approach: the contact widget existed across the R+F experience, it was difficult to change. I created a roadmap of iterations for releases to implement the change over time.