Revamping e-commerce experience brings back pre-pandemic revenue
WEB RESPONSIVE
Company: Estante Mágica (B2B2C Edtech)
Role: UX researcher | UX/UI designer
Team: along with PM, visual Designer, 3 devs, thrid part company
Overview
Estante Mágica is an Edtech to encourage reading and writing.
In partnership with more than 7 thousand schools, it has already turned more than 2.5 million children
into authors in 9 countries.
Its revenue comes from the sales of children's books and others customized products.
Problem
In 2020 and 2021, company revenue plunged by 92.8% and 81.9%, respectively, compared to 2019 due to the pandemic.
Goal
Recover pre-pandemic revenue levels with a focus on client-centric decision-making.
Results
1) Recovery of 96% of pre-pandemic revenue
2) ARPU increased by 11%.
3) Average ticket increased
by 14%
Estante Mágica's Author's Page:
A personalized e-commerce platform for parents to write their child's biography, read their e-book, and order printed copies for a Book Signing Event.
Process
Discovery
To regain the 2019 revenue, I had to delve into the purchasing experience on our platform and uncover ways to maximize our earnings.
Users taskflow
The purchase of the book is one of the final touch points in our multiple users journey:
Previous insights
From previous interview and reports, we already have some correlations:
Book Signing
Event
Pride moment to the whole school community
From private and
public schools
Parents who complete biography
More likely to buy the child's book
More people at
the Event
Higher school satisfaction
New and repeat customers
Our platform lacks multi-child purchase.
Parents buy when aware of their child's book signing event.
The Book Signing Event success
School Renewal with Estante Mágica
User research
We gain insights from customer interactions, ticket analysis, and behavior studies to guide our design decisions.
13
parents
key takeaways
Interview and survey
Some parents can't afford extra copies.
Parents interested in buying their child's friends' books.
Uninformed parents miss purchase deadlines.
How to create an enchanting experience for parents that will increase revenue?
Design
There are 2 ways to increase our revenue:
Increasing
Number of Children
with Book
(ARPU)
Design Process
I've designed several opportunities based on insights from the discovery phase.
1- Streamline Registration to Purchase Flow:
Ensure first-time users (parents or visitors) complete their first purchase with low cognitive load.
Wireframe potential solutions
Increasing
Number of Books
per Child
(average ticket)
1- Create account:
Name, e-mail/phone, and password.
2- Associate with child:
By child's code or by child's info.
4- Order printed books:
Choose from our packages options.
5- Proceed to Checkout:
Payment flow.
3- Write child's Biography:
Text about child, and child's photo.
6- Visit Author's Page:
Interaction with the kid's webpage.
2- Boost Accessibility:
Increase awareness among school parents and their extended networks.
Engage Friends & Relatives:
Promote and enable visitor access to a child's Author Page, and buy books.
Explore friends' Author Pages, foster connections among families.
Promote Child Interaction:
Multi-child purchase:
Enable the association and purchase of multiple children's books.
Notify child-associated parents about unassociated children.
Parental Communication:
3- Boost Purchase:
Use marketing strategies for parents who are logged
Marketing strategies:
Upselling, Cross-selling, and Scarcity to Boost Sales/Conversions.
Encourage parents to buy their child's friends' books.
Promote Gifting:
Checklist:
With a purchase step, to work as a reminder.
Show others have purchased books, to motivate more purchases.
Social Proof:
Delivery
From usability test, technical restriction and prioritization, we were able to implemented some of the solutions designed
Final version
Over streamlined flow
The registration to checkout flow proved to be efficient.
However, many parents ended up not discovering their child's Author Page since it was the final step.
One of our hypotheses is that viewing the Author Page instills pride in parents, which could lead to increased purchases.
Our solution was to reverse the flow order:
Before
Simplifying parent-child association
The first step to making a purchase is connecting with your child.
Previously, this connection relied on a child's code called the 'Magic Pass,' which some parents may not have been aware of or understood.
To streamline this process, we introduced linking parents and children based on the child's information.
Interactive sections
These sections drive both awareness and a sense of pride. The messaging and visiting friends' Author Pages sections performed exceptionally well in tests, and we anticipate a direct impact on purchases.
Upsell and Cross-sell
Implementing upsell and cross-sell strategies was straightforward and has the potential to boost both the number of students making purchases and the average ticket per student. These strategies create a sense of urgency, offer valuable benefits, and provide social proof.
SIGN IN
BIOGRAPHY
ORDER
CHECKOUT
AUTHOR'S PAGE
After
SIGN IN
BIOGRAPHY
ORDER
AUTHOR'S PAGE
CHECKOUT
Results
This approach underscores our ability to enhance revenue while remaining customer-centered. We've already seen revenue growth without reaching 100% of our clients. Now, the challenge is optimizing our strategies to guide more potential customers through the sales funnel.
Future considerations
14%
Average ticket
We have successfully recovered 96% of our 2019 revenue, primarily driven by an increase in average ticket. This achievement is noteworthy, especially considering that we served fewer children than we did in 2019.
Recovery of revenue
11%
ARPU