Feastly is a web platform for chefs and amateur cooks to host pop-up restaurants and to help guests in their city locate and attend the pop-ups for a unique and personal dining experience. Feastly needed help increasing conversion rate on their newsletter signup.
Role + Timeline
I led a team of four designers through research, ideation, and A/B testing to create a final web redesign of the Feastly landing page. The project spanned about four weeks.
Our focus for this project was to increase the newsletter sign-up conversion rate.
We kicked off our initial research by doing an analysis of the existing competitors to better understand the the pop-up restaurant market.
In order to better understand the audience, we created two personas that we hoped would embody the Feastly users and would help guide our usability tests. Meet Sally and Julian:
Learn how users interact with the site by testing the comprehension and overall usability.
Based on our knowledge of the product we created a series of tasks and situations for our personas. We had eight individuals run through the tasks on the website which gave us insight to both how well users understood Feastly's mission and how well they were able to navigate through the core functions of the site.
Instead of going the usual route of aggregating pain points on sticky notes, we went the trello route, giving us the opportunity to write down pain points immediately as they were happening and then go back to fill in details. After documenting the pain points by user, we then organized them by theme:
KEY TAKEAWAY AND NEXT STEPS
From our research, we found that the home landing page caused the most friction with users. Many users had issue with the initial pop-up that appears when you visit the site, asking for an email. One key point we discovered at this point is that Feastly offers a discount on the first meal if you sign up for the newsletter which is something they do not highlight in the pop-up.
From here, we needed to figure out a way to both improve overall usability of the landing page while also increasing sign ups and click-through rates.
UX WIREFRAMES AND IDEATION
Moving forward, we sat down for 15 minutes and sketched out as many ideas as we could to address both the issues of site comprehension and lack of signups
After discussing our sketches, we landed on four main changes we wanted to move forward with.
1. Adding some sort of button that would indicate signing up = discount.
2. Shortening the scroll of the site, having short, concise information side-by-side would give the user more information per scroll.
3. Adding initial filters on the home screen, getting users to their region and tastes quicker.
4. Changing when the pop-up appears, allowing the users to gain some context before entering their email (this is a change that will need to be addressed in the future).
We mocked up some wireframes based on our findings and sketches:
To validate a redesign, we ran an A/B test on our proposed "Claim Discount" button on Optimizely. Because the other changes were mostly UI fixes and rearranging some information, they were difficult to test.
Our primary metric was testing whether the button increased conversion rates on newsletter signup. The button was attached to an anchor at the footer where a form field lives. The test ran for one week.
The button, found in Variation #1, clearly was a success, with over a 475% improvement in conversion rates.
FINAL HI-FI MOCKUP
Conclusion + Lessons Learned
This project was a fantastic way to flex my quantitative and qualitative data skills. Through qualitative research we found the main pain points of the landing page and through quantitative research we validated our decision through over a 475% conversion rate.
However, the project did not start with a defined scope, and throughout the short timeline we scrambled to figure out how big or how small we needed to go. Through careful communication with the company we were able to define it along the way, but in the future I will make sure to have a defined scope from the beginning.
Feastly was pleased with our designs and they are implementing the new landing page now.