A lifestyle brand dedicated to design, travel and creative expression.
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Rocksbox Style Profile

Rocksbox requires a style profile to be filled prior to her account activation. A style profile gives the stylists an idea about who she is, what her general jewelry preferences are, and how much she is willing to explore new jewelry trends outside her typical style space during the length of her membership experience. The style profile starts the conversation with her and allows us to set the expectations of the service. Because it is the first point of conversation for her to learn more our service, many stakeholders were involved. This project was completed in August 2016.

My role: front-end design, user interviews, user research, UX design

Responsibilities: to create a Style Profile experience that collects rich, actionable data about her while communicating enough information about the jewelry rental service and our expertise in jewelry styles and trends.

Process:

• Understand what design elements are needed, how many questions should be asked, what types of questions to ask, and how they should be asked

• Work with Stylist Manager, VP of Marketing, VP of Engineering, Data Scientist, Lead Project Engineer to reach agreement on determining high-level objectives, initiating design process, project timeline and execution

• Identify best solutions for improving engagement, user retention so that she answers all questions and provides our team with better insights about her jewelry preferences

• Track the key business KPI's (impressions, completion rate, bounce rate, click through rate, sessions by device type)

Project Goals: to collect insightful data on our incoming users to form clusters about how to better target our primary and secondary audience, learn about who she is (using customer segmentation and psychograph analysis methods), what jewelry styles and brands she wants to try out, and maintain and keep her level of excitement prior to her 1st Rocksbox shipment.

Challenges:

• Asking only the questions we want the answers to, and narrowing them down to maintain user engagement

• Not limiting her style discovery by only asking what kind of jewelry she likes or wears

• Having a rebranding launch in the middle of the project

Results:

• High user engagement and retention for both current and new Rocksbox members with increased completion rates

• Desktop and mobile specific version of style profile to fit with different screen sizes

• Eliminated response bias for questions 

 

 Her style space is mapped out by data collected based on the answers she provides. A probable style space exists in dark blue between 2 attributes, while her desired style space is light blue and found between 3 jewelry attributes such as stone type, shape and metal tone. 

Her style space is mapped out by data collected based on the answers she provides. A probable style space exists in dark blue between 2 attributes, while her desired style space is light blue and found between 3 jewelry attributes such as stone type, shape and metal tone. 

  One Pager Summary of Elements   • List what types of text is on the page  • Understand and limit what questions to ask about her style preferences  • Identify if we want a simplified survey with drop-downs, input fields, and radio buttons  • Create rules for types of responses

One Pager Summary of Elements

• List what types of text is on the page

• Understand and limit what questions to ask about her style preferences

• Identify if we want a simplified survey with drop-downs, input fields, and radio buttons

• Create rules for types of responses

  Competitive Analysis Matrix   To understand how many questions to ask on a style profile, I conducted a competitive analysis to assess the strengths and weaknesses of other style profiles with respect to our competitors. By comparing specific elements we can identify what attracts other customers to alternative services, as well as understand what they provide that can be useful for implementing into our own solution. 

Competitive Analysis Matrix

To understand how many questions to ask on a style profile, I conducted a competitive analysis to assess the strengths and weaknesses of other style profiles with respect to our competitors. By comparing specific elements we can identify what attracts other customers to alternative services, as well as understand what they provide that can be useful for implementing into our own solution. 

 To address returning Rocksbox members who had already completed their initial style profile, our team explored a quick survey method to collect user data on the types of jewelry she preferred.  It was a special link that allowed her #wishlist to be updated based on what she swiped right on. This sample animated prototype was later modified to Sparkle or Skip to stay on brand. (Prototype shown was prior to the Rocksbox rebranding in May 2016).

To address returning Rocksbox members who had already completed their initial style profile, our team explored a quick survey method to collect user data on the types of jewelry she preferred.

It was a special link that allowed her #wishlist to be updated based on what she swiped right on. This sample animated prototype was later modified to Sparkle or Skip to stay on brand. (Prototype shown was prior to the Rocksbox rebranding in May 2016).

  Desktop Layout View   For new users filling out their style profile for the first time, the layout with 4 responses is shown in this wireframe. 

Desktop Layout View

For new users filling out their style profile for the first time, the layout with 4 responses is shown in this wireframe. 

  Mobile Final Mock   After narrowing down the questions, images, and agreeing cross functionally on which content to cover for her jewelry needs, we finalized the style profile with the first question about her metal tone preferences. 

Mobile Final Mock

After narrowing down the questions, images, and agreeing cross functionally on which content to cover for her jewelry needs, we finalized the style profile with the first question about her metal tone preferences. 

 We used images to increase user engagement and kept the answers to even numbers to eliminate response bias. The style profile previously launched surfaced plenty of bias pertaining to other mixed factors such as color choices and style.  In the question above e.g., dangly, stud, and ear jackets & climbers are 3 different options of comparison that relate to the  style  of how the earring fits. Because we are only measuring style, we kept the bias to a minimum by not introducing other colors or stone types between those 3 to equally distribute the odds.

We used images to increase user engagement and kept the answers to even numbers to eliminate response bias. The style profile previously launched surfaced plenty of bias pertaining to other mixed factors such as color choices and style.

In the question above e.g., dangly, stud, and ear jackets & climbers are 3 different options of comparison that relate to the style of how the earring fits. Because we are only measuring style, we kept the bias to a minimum by not introducing other colors or stone types between those 3 to equally distribute the odds.