Problem
As the Lead (and only) Product Designer, I had the privilege of reimagining several key experiences over the course of my time at Territory, including the Homepage, Meal Customizer (where customers select their weekly meals for delivery), and Checkout surfaces—typically several times.
Increasing the conversion rate of our prospect funnel was a particular focus of my work.
Process
My typical process for any given feature involved a period of discovery, where I gathered any relevant quantitative or qualitative data inputs via Google Analytics or Zendesk customer support tickets and competitive analyses to better understand the dense digital landscape of meal delivery services.
From there I would work with my PM to design the vision for the product and work backward to scope the planned changes in phases. I conducted all my own usability testing where appropriate and also regularly worked with C-Suite stakeholders to ensure alignment across diverse teams and roles such as Culinary, Marketing, and Delivery Operations/Logistics.
Outcome
When I started at Territory, prospect conversion rate in our purchase funnel fluctuated between 1-1.8% depending on seasonality, while industry average was typically between 2-3% according to a third party consultant. By the time I left and after several iterations on the purchase funnel in particular, our prospect conversion rate was between 3-5% as tracked in Mixpanel.
