Onboarding project | Plan B

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The ICPs

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User Goals

The primary user goal for a parent buying kids’ innerwear (or any other essential clothing product) is Functional.

Reasoning: The products that Plan B makes are some of the best if not the leading in their categories as a result of a focus on the functional aspects. Example — There’s a functional benefit to a pair of underwear that’s 100% cotton, printed with certified non-toxic dyes and has an antimicrobial finish because it’s better suited for kids who have sensitive skin but high activity levels. Similarly, a starter bra (thoughtfully designed) helps reduce the adoption period for a tween to a new form of innerwear. It also assuages the mom’s fears of adult-ish innerwear for her still-growing child.

Secondary user goal is Personal.

Reasoning: Every parent strives to do better than their own parents. Option for a valued and trusted essentials brand is a no-brainer for most middle-class (and aspirant middle class) millennial parents. For working moms, compounding this feeling is a general sense of guilt (maybe unreasonable) about not being present every moment for the child. They will want to ensure that no gap in care impacts the welfare of their child.

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JTBD

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Following the [ When _____ ] [ I want to _____ ] [So I can _____ ] syntax to arrive at the JTBD.

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When looking for inner wear and essential clothing for my child I want to shop high-quality, cotton-rich options that feel, fit and look amazing so that I can ensure everyday comfort for my child so that they are at ease with themselves and their environment growing up feeling confident, happy and cared for.

JTBD is to reflect the care that a parent has for the child with the product experience, and lead with an aspirational/elevated feel.

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User Calls for Validation

Over a mix of calls and chat 5 customers who had purchased in the past month responded as follows.

1. What were you looking for?

Quality inner wear (3), funky/quirky design (1), specific product - training bra (1)

2. Did you find it with ease?

Yes (3), Somewhat (2: 1 needed customer support's help, 1 realised kid prefers another style of innerwear that's also sold by the brand.)

3. Was there a big aha moment at any point? Do you remember what it was?

Packaging (3), Freebie (1), No (1)

4. When did you feel the product was a good purchase? (Delivered on its promise.)

Kid was happy (3), After washing / repeated usage (2, no colour bleed, robustness, etc.)

5. Did you notice any difference after using the product?

Specific product — child took to the training bra with ease (1), Child insists on wearing the bought product again and again (3), No (1)

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Conclusion:

'Quality' is the sought-after attribute. Also, usage is a big important factor in demonstrating quality. Thumbnails only go so far. Appeal to the child matters, too.

Education that aids in the discovery, and primes the user for the experience can be bettered.

Consider how the customers can register the product benefits better.

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Onboarding Teardown

Please note: The website is currently down. I will be updating this doc as soon as access is restored.

Teardown_ Plan B (1).pdf

Activation Metric: Hypothesis

Defining 'Activation' as the first meaningful interaction where they understand the product's benefit and are ready to take action.

What is the Benefit?

• Fulfilled a need. (User wanted innerwear).
• Solved a huge problem. (User wanted well-fitting starter bra with non-adult vibes.)

What is the Action?

• Conversion
• Retention

There could be multiple interpretations of Activation for Plan B both pre and post purchase.

Pre Purchase

1. Add to Carts

Reasoning: Adding to the cart is a solid intent to purchase. Proves the customer would like the product. (Please note: Can't track this as of now.)

2. First Time Checkout Completions

Reasoning: Denotes no hesitation or reason to doubt the brand. (Please note: Can't track this as of now.)

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Post Purchase

1. Repeat Purchase Rate: 2 orders (or more) within 180 days

Reasoning: Like the product, saw proof of quality and now wants to add more essentials to the kids' wardrobe.

2. Feature Adoption: Ordered a product from another category within 30 days

Reasoning: After an experience with one type of Plan B product, user explored other categories.

3. Reviewed/Rated 5 Stars

Reasoning: Product delivers on its promise

4. Ordered a size change within 400 days

Reasoning: Kids change sizes approximately once a year. A repeat purchase in a different size shows the customer is sold on the Plan B brand promise.

5. Sign up for Referral/Loyalty Program

Reasoning: Shows willingness to purchase repeatedly. (Note: Unavailable at present.)

Activation Metric: Validation

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Conclusion:

Pre-purchase in D2C is a battle fought with on the PDP page. However, as a brand that has ambitions to break out into offline retail in the coming years, the real proof is in post-purchase, when the user experiences the physical product.

While repeat purchase is the most reliable metric, we should further splinter it. If people buy from 2 different categories, it shows belief in the brand promise and the willingness to explore and adopt other functions/features available. If they ordered products with a progressive size change(s), that demonstrates loyalty. These two metrics make the most sense to Plan B need to be probed further.

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URL

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Define the ideal customer profile (ICP)?

Do user calls to understand the customer for your product and come up with two ICP's.

(there are separate tables for both B2C and B2B products, put down your your ICP’s in a Table Format, use this as a reference.
This table makes it super clear for anyone to understand who your users are and what differentiates them. It also helps bring out the various details you have gone into understanding your users better)

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B2C Table

B2B Table:

Define user goals and JTBD

Understand user goals and their JTBD on the platform. When looking at user goals, look at 4 themes, user goals will always be within one of the four.

1. Personal Goals
2. Social Goals
3. Functional Goals
4. Financial Goals

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Do user research to validate or invalidate these goals.

You want to talk to users and understand why they're signing up. What's the end goal for them and for what job are they "hiring" your product for.

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Onboarding Teardown

What should the teardown include?

The entire onboarding process. Just like we did in the deep dive session —

• Start right from your homepage or App listing page
• Take screenshots of every single page and interaction throughout the onboarding right till activation.
• Start by putting yourself in your customer's shoes. Have empathy for their pain points and then analyze the page/screen.

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Here’s a list of things we’d recommend you evaluate your onboarding on:

• Does this page/screen help get my job done?
• How am I feeling while being on boarded for this product?
• What part of the onboarding experience is giving me that aha moment?
• What screens would you change/add and why?

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Also, evaluate your onboarding on the cognitive biases.

Don't worry, you don't have to include biases but it's a good practice to start tagging things to their respective biases.
(We identify issues when we are able to tag/name them, yes another bias)​

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Defining your Activation Metric

Hypothesize at least 5 activation metrics that could be there for your product. (More the better)

Example format for your hypothesis:

Hypothesis 1: <Enter your one/two lines>

Reasoning: In about 5-6 lines explain why this could be an activation metric

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After this, mention in detail all the metrics you'd be tracking​

Examples:

• D1, D7, and D30 retention:
• DAU / MAU
• Subscription rate vs retention
• Average TAT
• User Cohorts
• Acquisition source etc
• Product reviews

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