Abbie Victorino visited us in our office on a rainy afternoon. The stylish founder already ndoverd a lot of credentials under her belt. She had worked with several e-commerce businesses like Zalora, Style Compass, and CashCash Pinoy. And her newest venture, StyleGenie, has been preparing for its v3.0 launch. They’re redesigning their website to make the overall experience better for their customers.
StyleGenie is the first ever styling + clothing subscription box in the Philippines. They reached out to us because they wanted to convert their customers by streamlining their process and overall design.
StyleGenie is a web-based company that curates clothes based on certain categories like style, body type, and personal preference. This provides their customers an easy way to shop online. They also offer outfit categories that range from corporate attires to casual Sunday outfits.
During the initial analysis meeting, StyleGenie was clear on what they wanted to achieve: they wanted to improve their service in terms of process, understand the customer’s journey experience, and create an overall more pleasant experience for their customers.
The Experience Strategists who spearheaded the project were Krishia, Patch, and Tari. Based on their initial meeting, the UX team curated the services they were going to recommend, in order to achieve the company’s overall goal.
To make a smoother process for StyleGenie and increase conversions, the team figured out that they needed to identify their customers’ personas, and create both a customer journey map and a service design blueprint.
“I gave them discounts so they [didn’t] have to buy anything.” Abbie said, “And I was so surprised when they got back to us and showed us 71 slides for the whole process. For us it was only 12 steps.”
According to Tari, they learned that StyleGenie had had too many steps in their internal process that required multiple handovers between departments, and the team wasn’t fully aware of how the overall procedure went. She said, “In the process of how the business operates, they didn’t know the depth of their process. So we helped them identify the low-hanging fruits and moved on from there.”
Upon learning that some of their customers’ buying decisions depended on the occasion they were going to, Abbie said they launched the Express Box. Express Boxes allow StyleGenie to curate customers’ outfits and deliver them straight to their doorstep instantly, based on the occasion they’re supposed to attend – whether it be a casual dinner, romantic date, gala, etc.
“Before, we only [had] three products. But when they did the personas, we learned that our customers have different occasions [and] different reasons why they buy. The team validated and presented it. So instead of our usual boxes, we now offer them rush or express boxes that depend on the events they’re going [to],” said Abbie. Of the people who tested the updated website, 100% liked the changes, and 90% of them actually purchased a new box. “They loved the new catalogue, and the product variety.”
In the end, Abbie was impressed by the power of collaboration and UX, and how much it revealed about her organization. The bubbly founder found it relevant that the rest of the team saw the whole UX process of On-Off Group.
“With the service design blueprint, everybody [could] understand it. It’s good that the rest of the team saw how it was done so they could appreciate it more, because it’s not easy.” Abbie said, “Everything was actionable… [It] helped the team think deeper about the people they were serving.”
Over the course of 12 weeks and counting, StyleGenie has managed to change their products to the categorized packages we see today, and they’re now focusing heavily on creating a more fluid purchasing experience for their customers.
Marco Manuel
