Happybub app

OVERVIEW

CLIENT: HappyBub (Hypothetical)

MY ROLE:  UX Design, Research

TEAM MEMBERS: Solo project with peer and mentor feedback

SUMMARY:

HappyBub is a free baby registry service that consumers can consume mainly via mobile application. One of the service’s main advantages is that users can add any item from any online store outside of HappyBub.

Aside from the baby registry, consumers can also buy items in the HappyBub store.

USER BASE: 

HappyBub’s target audience are expecting parents between the ages of 18 – 45. 32. 56% of the audience are between the ages of 25 – 34. The majority of HappyBub’s demographic are female (71.13%). Most of their users are based in the United States.

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PROBLEM STATEMENT

HappyBub wants to improve its mobile baby registry experience to increase its number of users and reduce subscriber churn. While users do create a registry and add items to their list, about 50% of users do not do anything beyond that. The company has noticed that the amount of users that actively log in, engage and perform tasks related to their baby registry list has significantly dropped in the past six months. Majority of app users have been posting either subpar or negative reviews in the app store lately, citing the following recurring issues below:

• Adding third-party items to the registry list requires too many steps, and the ability to search for items to add in the registry through the app needs improvement.

• The checkout experience for guests buying multiple third party items off the list is often difficult and requires too many steps. Currently the guests have to be redirected to the third party shopping site in order to complete the purchase.

 

SOLUTION

• ​Simplify the process of adding items to the baby registry by incorporating Google Search API/ functionality into the workflow

  • Integration of Google Search should be seamless and simple so that finding third party items to add to registry isn't complicated

• Simplify the guest user experience by making the user registry search straightforward as well as the checkout process for buying items off the registry

  • Whittle down the steps in the checkout workflow to the most important and basic tasks.​

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