HOME TRY-ON BY VICTORIa’s secret

 

Victoria’s Secret was launching a new subscription delivery service named Home Try-On. In launching the service, the global brand set its sights on industry juggernauts such as Stitch Fix and FabFitFun, and aimed to grow Victoria’s Secret market share and attract newer and younger customers.

Victoria’s Secret purchased the technology behind Home Try-On and other modernized offerings during their acquisition of lingerie brand Adore Me. To create Home Try-On, Victoria’s Secret not only had to adapt an existing program to suit their unique voice, branding, marketing and merchandising, but also integrate their system with Adore Me, who would be managing API calls for item curation, subscription box fulfillment, user dashboard changes, and more.

 
 

Involvement

• My role: UX Writer
• Cross-functional team: Product Design, Merchandising, Marketing, Development, Distribution, Finance, Legal

The plan

Build the Home Try-On User Experience.

  • Customer Onboarding: style quiz and swipe module

  • Account Dashboard

  • Transactional Email Program

 
 

POTENTIAL ROADBLOCKS

  • Adapting an existing system to suit Victoria’s Secret, while also operating within Adore Me’s codebase constraints

  • Adding complexity to accommodate Victoria’s Secret’s significantly larger operation and bigger customer base

  • Working with Salesforce, an additional third party vendor, for the coding and management of transactional emails

  • Using UX Copy to smooth over development limitations that could not be fixed or built upon prior to MVP launch

 
 

style quiz

The entry into Home Try-On starts with promotional advertising, banners, and landing pages created by the Victoria’s Secret marketing team. Once a customer shows interest in the program, they reach The Style Quiz: an eight-question survey where the user tells Victoria’s Secret what they’d like to receive in their subscription box.

RESPONSIBILITIES

  • Write clear and concise question, explainer and error string copy

  • Decide on the order of questions, and decide which questions should be required (versus optional) 

  • Improve on the Adore Me experience while ensuring changes will be correctly parsed by Adore Me’s backend

 
 
 
 

A PROBLEM SOLVED

The Adore Me quiz included questions that were all positively phrased, except for one. “Any colors we should avoid?” I felt that having one negatively-posed question would be confusing to customers, so I worked with the Adore Me and Victoria’s Secret back end teams to see if we could flip how the data was collected. As a result, we were able to ask a positive question—“What colors would you like to see?”—in the Victoria’s Secret quiz. 

 
 
 
 

swipe module

After quiz completion, the user is taken to a Tinder-esque module, where they can either swipe left or right (or select “I love it” or “not my style”) on items in the Victoria’s Secret catalog. If the user swipes right (or selects “I love it”), the selected item will be flagged as a potential for Home Try-On delivery. 

RESPONSIBILITIES

  • Write clear copy for module explainer and swipe/select options

  • Work with front/backend to understand what product info can be displayed for launch MVP (versus later iterations)

  • Adjust copy following qualitative user research and beta participant survey responses

 
 
 
 

A PROBLEM SOLVED

Close to launch, we learned from beta participants that it was not clear what they were swiping on. Survey responses asked questions such as: “Am I swiping on the color, the style, the fit? I’m not sure.” I worked with the Adore Me and Victoria’s Secret front and back end teams to see if we could get additional product identifiers such as item name, category or style added to the swipe module. Unfortunately, this was not something we were able to do before MVP, so I updated the explainer copy, and logged a product enhancement request to add product identifiers in a later build.

 
 
 
 

account dashboard

The Home Try-On Dashboard was an important part of the build, as it would not only provide the user with everything they needed to know about their current/upcoming subscription box, it would also be the hub that all post-conversion notifications deeplinked to.

 
 

responsibilities

  • Decide on an overall hierarchy for Dashboard based on user actions and needs

  • Build a workflow for “Keep/Return” – the process where users pick which items they like, and which ones they’d like to send back

  • Create a “Box Status” component – a way for users to track the progress of their new box arriving, and their last box as returns (if any) are made

  • Build and refine the Manage Subscription workflow – a sub-section of Dashboard where the user can skip a month, pause subscription, update the frequency they receive boxes, or cancel/resubscribe easily if they need to. 

dashboard screens

 
 
 
 
 

Dashboard box statuses

 
 

A PROBLEM SOLVED

Adore Me had an issue with their Dashboard: there was no workflow for previously-unsubscribed users to resubscribe to the service; only a single “resubscribe” button. I was concerned that resubscribing with one click posed a legal problem, as there was no opportunity for us to have the user accept terms and conditions. I worked with my UX Designer teammate to build out the flow, partnered with legal to ensure everything was compliant, and presented the screens to the team. As a result, the resume subscription flow was added to MVP scope.

 
 
 

TRANSACTIONAL EMAILS

In a subscription service, transactional emails are important touchpoints that provide the user with timely updates about box status, encourage action when items arrive, and flag any issues with payment or delivery methods. Given my experience with email marketing and workflows, I was uniquely positioned to ensure Home Try-On emails were not only informative and action-focused, but also legally-compliant with CAN-SPAM laws.

responsibilities

  • Create a workflow of emails that would be sent, ensuring they were each tied to a triggered backend event

  • Building cohesive links between emails and the user dashboard so users could take appropriate actions on their account

  • Working with third-party vendor Salesforce on templates, deeplinks and triggered events