INTRODUCTION
Have you ever gone to a coffee shop where they gave you a punch card that says, "Come 10 times and your next drink is FREE!"
Now, how many times did you get your 'free' drink and not lose the card?
Dibs is here to change that. We are a fitness and wellness startup that specializes in retaining customers for businesses through 'micro-incentives' (Go 2x to bank $5 for your next purchase).
Six weeks after launch, we have 1.5k users, 45% of which are active.
I was part of a team of 6. I mostly handled the UX related tasks.
Role: Research, Concepting, Wireframing, Design, Social Media
Tools: Sketch, InVision, Adobe CC, Zeplin
Time Frame: 1 Month to MVP. Ongoing iterations.
The Problem:
• We saw that being exclusive to fitness B2B was not as profitable as we hoped and our capital was running low.
• Our customer base spends most of their income on both health and wellness, we thought, 'How might we help support their lifestyle?'.
The Solution:
• We would create a marketplace through an app, potentially capture transactions from a $4 billion industry (health and wellness), while helping our users afford to go to their favorite wellness brands more often.
RESEARCH
I conducted user research by interviewing with some of our existing customers and reaching out to people we knew who are part of our current customer set.
Findings:
• Our target market spend majority of their spending over wellness.
• Their focus was not only to stay active. Wellness included eating healthy and self-care (spas, manicures, etc).
• They're price-conscious and brand sensitive. They would never use Groupon, but would sign-up for an intro package for a place they favored.
OUR PLAN
We needed to adapt quickly and decided to grow our consumer base first, as we realized it would be hard to sell our marketplace to businesses without one.
To start, we opted for manual receipt uploads in order to collect data on our customer's favored places and build the app quickly.
Our current receipt upload flow.
Future Iterations
Our goal is to move away from manual receipt uploads to capturing transactions from fitness studios and businesses in our marketplace.
Our proposed flow to capture transactions.
FEEDBACK & ITERATIONS
Upon release, users were able to provide feedback directly within our app. As we gained users, the more feedback we received. After combing through all of our customer service emails, we found out 2 main issues:
• Users didn't know they can upload a copy of their credit card statement or booking confirmation in place of their receipt.
• Users didn't understand how challenges worked and assumed they received credit with every receipt upload.
To solve the issues users were facing, we decided to update our copy to better explain what challenges are, what happens when one is completed, and set ground rules on receipt uploads.
Info button and challenge copy updates.
To take it a step further, we included extra guidance to our users for every step of a challenge; start, in between challenges, and an in progress challenge. Each screen has its unique copy that explains to the user what happens at each point.
Begin challenge, in between challenges, and in progress challenge screens.
REBRANDING
With the new app, we needed to rebrand ourselves. We began with a simple website to capture emails for marketing and app announcement purposes.
Our initial rebranded website.
Social Media and Marketing
We needed to match our social media presence with our newly rebranded company and decided on a rose gold theme that would catch the attention of our user base.
With influencers being the most effective way to reach our target users, we decided to reach out to them for marketing and keep relations to help drive our initial growth.
WHAT'S NEXT
Currently, we are raising our next funding round. With an android app in the works and influencer marketing, we're hoping to scale our 1.5k users to 80k users by 2020 and grow our team.
