Overview
Situation
Physiclo is a sports apparel start up in NYC. They offer a unique garment that enhances workouts by incorporating resistance bands right into the tights or shorts. This provides users with a way to burn more calories and tone more muscles.
Goals and Objectives
After being on the market for 2 years, they are looking to expand their product line and have the opportunity to do a refresh of their current line. Goals + increase sales. refine customer base.
Roll
I was working as part of the marketing team at Physiclo and was tasked with a better way to target and message our customers.
Set the Scope for the project
Constraints
How to change the user experience without changing the product. Because of this, this was initially an excercise of how to target and message our customers.
Tools
- Google Survey
- Sketch App
- Excel
Problem
We can get traffic, but we might not be targeting the right audience.
Solution // Hypothesis
If we can find how to talk to our customer we can better serve their needs and sales will increase.
Specific KPI - time on site, drop off rate
Research and Discovery
Research Goals
Get a better understanding of the core user and the "secondary" audience.
To learn about X of Y
Keep it simple
Audience
Who we asked questions to, how we got access to them and why were they approprioate to ask?
What do I want to get out of the questions?
Process and Methodology
Should be explained in depth with picture examples. Explain the step by step of what I did.
First explain the formation of the questions and my reasoning behind asking what I did? How did they align with what we wanted to find out? Highlight some key features of the questions. (rating scale)
Each should be a header with accompaying illustrations. Only write what makes sense and illutstrates my pioint of reasoning.
Brainstorming - old emails?
How I divided the questions?
How I structured the questions?
Second, Explain how I went about conducting the research. What tools did I use, how did I collect.
Google Survey
Email Strategy Mail chimp - incentive strategy
How I divided the questions
Results
Summary of how the research went and maybe some insights.
The hard Data: Big numbers of how many responses we got.
Data Visualized
Show that I know how to present data in a clear way. Maybe only pic the ones that I got insight from and use those.
Generate visuals that...
- Communicate
- Give structure to insights
- Illustrate ideas
Illustrate / Design the insights to do the above. Don't waste time designing all of the data over again. My job is to be able to communicate the insights in a contextual way.
Building Personas
Actionable Insights
This needs to be a big chunk, as this is the real thing that is going to matter and can move the needle. Show my knowledge of business restraints by suggesting actions that are backed up by data and are plausible.
Closing
Lessons learned
Recommendations
What I would do next