Role: UX Research Lead
Client: Calibrate, Growth Product & Design Teams
Core Responsibilities: Method Selection, Usability Test script creation, Usability Test tool selection, coordination with Design team, heat map analysis, findings synthesis and share of recommendations, UX research mentorship
Methodology: Unmoderated A/B-style Mobile Usability Testing
Tools: Figma, Maze, GSuite Tools, Looker, Condens

Project Overview

Calibrate is a growth-stage startup that combines coaching, medication management, and curriculum to provide a holistic approach to weight loss. During the previous ‘Q5’ holiday promotional period, Calibrate’s Member Support team received over 150 requests to retroactively apply promo codes. This influx of refunds affected partnerships, financial planning, support operation load, and early member experience. A hypothesis proposed by the Growth Product team was that promo codes were not always applied during checkout due to promo code CTA on the checkout screen not being as visible. A new version of the checkout page with a visible promo code box was a proposed solution.

Objective:

• Uncover whether surfacing a larger Promo Code field within the checkout screen would increase the success rate of promo code applications vs. solely a CTA link.

Methodology:

• A/B Style Usability Test; Utilized an unmoderated A/B-style Usability Test using Figma prototypes through Maze. 

• 15 participants were sourced (via Maze's panel) per test in line with current member demographics, pulled from Looker (N = 30)

• Two identical tests were created, both that provided users with a promo code and directed them to purchase the Calibrate program. Testers were then taken through the same full Join Flow in each test, with the sole difference of promo code design.

Findings

Only 57% of users in the current state, CTA link only flow were successful in applying promo codes, vs 100% of users in the promo code field flow. When comparing test success heat maps from both flows, ‘taps’ were scattered for the current state CTA link-only flow, vs only concentrated around the promo code field in the proposed design.

Recommendation Given: As surfacing the promo code field resulted in almost a 2x increase in the promo code application success rate, it is recommended to surface the promo code field in lieu of the current CTA-only view to avoid a large influx of retroactive promo code application requests (refunds).