Zalando

Zalando recently launched Plus’ first non-convenience“Shop if first” benefit, Early Access, which puts members’ first by giving them first access to the hot releases. Plus Pre-sale aim was to complement the VIP benefits and aid users feeling more rewarded for their loyalty.

Allowing members exclusive access to sales first to provide a better experience with tangible value, including more products, more sizes, and a less stressful experience of shopping sales.

When sales campaigns went live, everyone had the same stressful experience of rushing to find the products and sizes they want before they are sold out. A common theme seen in interviews and surveys was that many members didn’t feel like they’re treated differently from standard customers. The challenge was clear; manage the demand for exclusive experiences through early access and deliver on expectations. Establishing a longer lasting relationship with Plus customers and in turn shifting perception around lack of rewards to new reasons to be a member.

Team & Role. I led the product design solution, working alongside a product manager, technical product lead, and collaborating with another Plus designer at key stages on wider Plus design decisions and the UX principles. My main role was supporting the team through: - Collaboration on wider product strategy - Designing the UI and UX - Validation and Testing - Specking flows & designs for Implementation - Creating a solution design document to be reviewed with senior board members

Two tests had been conducted previously to validate customers understanding of the proposition, with new strategic and designs developments we aimed this test to expand insights around our acquisition strategy for eligible customers. Research Goals 1. Validate the architectural decision to place first time discounted items in the outlet and if normal Zalando customers find it confusing. 2. Evaluate the understandability of the information of Pre-sale shown in the new designs across the core journey. We discovered pain points in how eligible customers perceived Pre-sale at the catalogue stage, and mental model of what price they’d pay. From these insights we made adjustments to the UX copy and the page heading to communicate more succinctly how members unlock the best price.

For both customer cohorts, we created a holistic communication strategy leveraging all direct communication touchpoints and channels, including onsite banners, newsletters and push notifications. Crucially, however, the communication was tailored to each specific cohort, namely enhancing existing Plus members’ experience, while also generating new signups by growing the curiosity of Plus eligible customers. I worked closely with a new UX copy writer to tighten up the tone and simplify how we explained the value at key moments.

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