Overview

Viledge, a website that sells Black-owned brands, wants to learn how to motivate customers to purchase their new business model on curated subscription boxes.

Viledge curates themed boxes and pairs them with exclusive online experiences. Previously, Viledge’s business model and website was based on a group buying experience. The founder wanted to shift the business in the direction of theme-based experience boxes.

The goal of this project was to conduct user research and create mid-fidelity wireframes on what customers wanted to see on their new upcoming website in order to motivate them to purchase the subscription boxes.

We did affinity mapping to get themes and insights from our user interviews. This helped us develop our persona and create our problem statement to narrow our focus.

Problem statement: Lusana wants to know the product she buys will be something she will enjoy because she doesn't want to waste time/money. How might we help Lusana sign up for Viledge with confidence knowing that she is both supporting small Black-owned businesses while receiving high quality products and resources that she will find useful?

Takeaways and Next Steps

Encourage customers to actively engage with Viledge during their unboxing.

While our team made important discoveries on how to motivate customers to purchase on the website, we want to address our stakeholder’s further business needs on the post-purchase unboxing experience. We would like to conduct additional user research on how to encourage customers to actively engage with Viledge during the unboxing process with the goal of promoting Black-owned brands. We want to find out how we can bring this traditionally offline experience back online at the time of unboxing so customers can continue to support Black-owned brands. Viledge is set to launch their new website in February 2021.