Role
Sole designer
Progress
Ongoing
Duration
24 months
Team
Technical Program Manager (1)
Developers (2)
Challenge
Scentsy's enrollment process is outdated and cumbersome for new enrollees. The form factors are daunting and questions are often confusing, resulting in drop off from the funnel.
Results
The improved enrollment process seeks to remove barriers to entry, streamlining the process and simplifying the experience.
Automation
The updated process automates existing steps by utilizing user information to prepopulate or predetermine choices, such as language and contact information. The customer is asked to login upon clicking Join Scentsy. This accesses their account information to simplify signup.
If the customer has a commonly used Consultant or is already on their Personal Website, it will choose that Consultant to be their sponsor by default.
Simplification
The steps of the process are broken down into single steps per page, greatly reducing confusion and focusing the user on that specific step. Non-critical steps, like designating a Personal Website and subscription payment information, Social Security number, and profile image, are removed from this process. This reduces concern about data security, in the case of SSN, and simplifies the process.
Flexibility
The steps removed from the first process are now done after they are registered. Upon navigating to their Workstation, they are prompted to complete those steps, but they are also allowed to skip them and do them later. This function also allows the steps to be more clearly explained to reduce hesitance and concern about privacy. If they decide to skip, they can complete those steps in their account at any time.
Process
Research
Initial research included discussions with the Technical Program Manager to understand the business case as well as business requirements for the project. Understanding the legal and financial implications was crucial in knowing what needed to remain and what could be pushed until after the user signed up. I also investigated experiences that met the needs of our users based on business feedback and initial Consultant comments on the current experience.
Air BnB, among others, had a great experience that mirrored what we would like to accomplish.
Along with investigating other experiences, I wanted to understand our current user flow to make sure those steps met the business needs as well as the user needs.
Initial interviews supported assumptions that the process needed to be simplified, providing clarity and transparency to what was being asked of them. Data indicated that just 17.1% of users reached enrollment completion. Just the first step saw a 55.3% drop off.
Iterations
As we began to create experiences, I continued to work with the Technical Program Manager to work within the business confines, even helping to push them, to help create a better experience for the user. Initial iterations included all steps, but through those continual discussions, we were able to move the most prohibitive ones, removing barriers to entry.
For example, a Personal Website Subscription (PWS) costs Consultants $15 a month, with the first 3 months being free, in addition to the standard $99 signup fee. The PWS is not a requirement to be a Consultant, but all successful Consultants at Scentsy have them. Being part of the original process, that was viewed as prohibitive by existing Consultants as well as myself. Consultants, though, still felt it was important to push new users to adopt that tool. Moving it to a post-sign up process met both needs, allowing new users to sign up without that perceived cost, while also show its importance right away.
A banner at the top of the Scentsy.com page indicates to them that they need to complete their registration form their account page. The account page shows them clearly where to go to complete it.
A progress bar in their Workstation indicates to them how many more step they have to complete. Once on the Account page, alert icons designate the sections that need to be addressed. If at any point the user decides they don't want to complete these tasks, they can remove the tracker.
User Testing
After going through iterations and internal reviews, I interviewed Consultants again to get feedback on those processes. Actual videos cannot be shown due to NDA.
Results
This project has not been completed. Scentsy intends to track:
• Fallout rates - Reducing initial fallout from 55.3% to 30%.
• Increase overall completion of Enrollment from 17.1% to 25%.
• Post-enrollment profile completion. This would include increasing Personal Website subscriptions from 50% of consultants to 60%.
Post-launch interviews will need to be conducted. The goal is to increase the speed with which Consultants find the information they need, but it is understood that, by improving the experience, Consultants may also want to spend more time there. Follow-up research will clarify that.
Final thoughts
This was a gratifying, yet challenging project. It pushed me to think outside the box, expanding my thought process. It was also repeatedly pushed back, becoming increasingly delayed. It has not yet launched.
