Dori | Onboarding

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Persona

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💁🏻‍♀️ ICP5

Asna Oberoi

☺️ Age : 30

💵 Income : Rs. 1.5 lakh / month

💍 Marital Status : Married

👩🏻‍💻 Occupation : Social Media Strategist | Ogilvy

📍 Location : Gurgaon

🛍️ Shopping Brands ; Zara , H&M, Bouqtiue Brands, Massimo Dutti , Coach, Boutique Brands etc.

📺 Tv shows : Friends, Modern Family, Emily In Paris, Student of the year , Gossip Girl , Rocky Aur Rani Kii Prem Kahaani, Badrinaath etc

🎤 Music : Pop, Bollywood, R&B, Punjabi, EDM

📸 Influencers : Camila Coelho, Sidharth Malhotra, Kiara Advani, Varun Dhawan, Ranveer Singh , Komal Pandey, Ananya Pandey, ​

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Bio

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Rhea is a dynamic and ambitious young strategist, thriving in her 9-to-6 role at a reputable firm. Her passion for fashion and style is evident through her active presence on Instagram, where she follows top influencers and luxury brands like Dior, Chanel, and Louis Vuitton. Rhea draws inspiration from social media platforms and Pinterest, using them as a guide for her purchasing decisions.

As a discerning millennial, Rhea meticulously reads reviews across various platforms before making online purchases. Her weekends are a blend of fun and relaxation, spent hanging out with her girlfriends or enjoying date nights with her husband. Always keen to make a statement, Rhea loves dressing up and looking her best, embodying a perfect mix of professional success and personal flair.

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🎯Needs

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• Seeking trendy jewelry pieces to complement her unique style
• Jewellery should draw attention and enhance her appearance effortlessly
• Pieces should seamlessly integrate into her everyday wardrobe: casual, office wear, and party attire
• Looking for a website aligned with her aesthetic preferences and offering similar inspiration to her social media shares
• Prefer guidance on which styles best suit her appearance, emphasizing versatility and enhancing her overall look

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💊Painpoints

• Finds it challenging to trust new-age brands online specially when they are expensive
• Disappointed with silver jewellery tarnishing quickly and lacking durability
• Prefers to avoid the hassle of exchanges or returns
• Finds offline shopping more convenient for browsing and trying on, which is difficult to replicate online

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💁🏻‍♂️ ICP3

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Vedant Gupta

☺️ Age : 27

💵 Income : Rs. 1.2 lakh / month

💍 Marital Status : Unmarried

👩🏻‍💻 Occupation : Consultant | Deliotte

📍 Location : Bangalore

🛍️ Shopping Brands : Zara , H&M, Bouqtiue Brands, Massimo Dutti , Carharrt, Veg Nonveg, CK, etc.

📺 Tv shows : Friends: Modern Family, Marvels Movies , Animal, Badrinaath, House MD, Suits etc

🎤 Music : Pop, Bollywood, R&B, Punjabi, EDM

📸 Influencers : Ashley Weston, Alex costa, Teaching Menfashion, Yuvraj Dua , Varun Dhawan, Ranveer Singh , Sidharth Batra, Komal Pandey, Ananya Pandey

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Bio

Vedant is a driven individual juggling both a demanding full-time job and a side venture, guided by a relentless work ethic he's embraced since his youth. Despite his packed agenda, he prioritizes carving out precious moments to connect with his girlfriend, who's immersed in her role as a designer at Titan, Bangalore.

While he relishes the opportunity to unwind with friends, Vedant's hectic schedule often impedes his ability to explore new places. During his downtime, he finds solace in social media, particularly delighting in reels of his cherished football team and avidly following cricket.

As a member of Gen Z, Vedant faces a common struggle—finding the perfect gifts for his girlfriend and friends. His uncertainty stems from a genuine desire to please them, coupled with a slight unfamiliarity with his girlfriend's specific tastes and the latest female trends.

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🎯Needs

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• Searching for a brand with a distinctive design flair
• Wants to find pieces that his girlfriend can wear regularly, seamlessly blending with her existing wardrobe
• Prefers to gift her something from a renewed brand for added novelty
• Prefers to have express shipping and ease of return
• Likes an option of personalising a gift message

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💊Painpoints

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• Struggles to find the perfect gift for his girlfriend, uncertain about which designs suit her unique style
• Dissatisfied with the generic advice offered in most gifting articles
• Prefer something that is good quality and can last
• Tired of buying from new brands as most of product came out to be average
• Finds offline shopping more convenient for browsing and trying on, which is difficult to replicate online

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Customer Journey

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💁🏻‍♀️ Asna Oberoi

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💁🏻‍♂️Vedant Gupta

JTBD

*Bold denotes Primary Goal

User Onboarding Teardown

I have chosen a competitor brand Shaya by Cartalane.

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Document Link -

https://docs.google.com/presentation/d/12RSjdYtaCBm-So96hUdD8Q0S7KrRJ5m6DslkVXPeXYQ/edit?usp=sharing

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Activation Metric Hypothesis for Retention

1

Users who add a product to their cart and make a purchase within 24 hours.

This metric indicates that the user has a good understanding of the product and is actively seeking to make a purchase within a specific timeframe. It assesses how quickly the user converts from showing initial interest in the content to becoming a buyer, highlighting strong purchase intent

2

Users who create an account and add products to their wishlist.

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This metric suggests that the user is motivated to make a purchase or is actively considering the product, possibly indicating interest despite finding the price challenging.

3

Users who returns to the site and makes a repeat purchase with 90 days

This metric suggests that the user is a discerning shopper who prioritizes quality over price. This interest in purchasing jewellery every 3-4 months highlights their ongoing engagement and preference for high-quality products.

4

Users who share their referral code within 7 days of product delivery, resulting in their referred contacts creating an account and making a subsequent purchase

This metric suggests that the user appreciates the product's quality and intends to purchase it. They share the referral code with their contacts, endorsing the product based on their own positive experience and likely influenced by positive feedback from friends with similar tastes

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5

Users who makes a return on the product within 2 days of delivery

This metric suggests that the user has quickly determined the product does not meet their expectations. Possible reasons for dissatisfaction could include issues with product quality, design discrepancies, or other factors that have led them to request a return shortly after receiving the item. This quick decision to return reflects a clear dissatisfaction that may impact future purchasing decisions and highlights areas where product improvements.

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Metrics to track

• Account Creation Rate​

The account creation rate serves as a valuable metric to measure customers' readiness to commit to a purchase. It provides insights into user demographics, helping us understand their background and preferences more comprehensively. This data enhances our ability to tailor marketing strategies and product offerings to better align with customer needs and buying intentions.

• Product Reviews ​

Product reviews play a crucial role in establishing a deeper understanding of consumer sentiments towards our products. They not only provide valuable insights into how customers perceive our offerings but also serve as a bridge, fostering a meaningful connection between users and our broader audience. By analyzing these reviews, we gain nuanced feedback that helps us continuously improve our products and enhance customer satisfaction.

• Activation Time

Activation time, the period from initial engagement to completing a purchase, provides valuable insights into user behavior and decision-making processes. By analyzing this timeframe, we gain a deeper understanding of the factors that influence purchase decisions, such as product evaluation, comparison with competitors, and concerns like pricing or shipping. This data allows us to optimize user experience, address barriers effectively, and enhance overall conversion rates

• Repeat Purchase Rate

Repeat rate provides valuable insights into customer behavior, indicating how frequently they purchase a specific product or service over time. For example, customers might return to purchase our silver jewelry every 3-4 months. This metric helps us understand consumer buying habits and informs decisions regarding future product lines and marketing strategies, including how and when to engage customers through various channels.

• Wishlist Creation Rate

Information informs us about consumer preferences for product design and helps us understand which products customers are likely to purchase and at what price point. It guides our marketing strategies, enabling us to offer discounts strategically and gain insights into the price thresholds at which customers are willing to buy products.

• Referral Program Activation Rate

Provides insights into which customers are most likely to advocate for the brand based on their satisfaction and belief in its quality. This metric not only tracks the effectiveness of word-of-mouth marketing but also helps identify loyal customers who can amplify brand visibility and influence others in their network

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• Cart Abandonment Rate

Cart abandonment rate shows the number of users who add products to their cart but do not complete the purchase. This metric tracks users who visit the website with the intention to buy but do not proceed, which can be influenced by factors such as pricing, product quality, trust issues, confusing user experience flows, extended shipping times, and more.

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