Enhancing User Trust through Strategic Design and AI Integration
PRODUCT MANAGER · PRODUCT DESIGN · RESEARCH
INTRODUCTION
In the insurance industry, policyholders' trust and comfort are paramount. At Lemonade, we encountered significant feedback regarding the request for Social Security numbers (SSNs) during claim filings. Policyholders were often uncomfortable and frustrated with this requirement. To address this, I led a strategic design initiative aimed at both enhancing the user experience and ensuring the company's compliance needs were met, all while leveraging AI for ongoing improvement.
MY ROLE
Research, analysis, product design
PROJECT TYPE
Proof of Concept / Report for the web
FAST FASHION 101
To better understand the importance of thrifting and its advocacy, I set out to understand the fast fashion industry. Here are the most notable findings:
Environmental Concern
🗑️ The fashion industry is the biggest contributor of global pollution
🚛 We consume 80 billion new pieces of clothes each year, of which about 65 billion clothes end up in landfills before the year is out. That is equal to about one garbage truck full of clothes being discarded every second.
💧 A simple cotton t-shirt takes about 700 gallons of water to produce.
🧵 Focus is on speed and low costs = cheaper non-biodegradable materials
Ethical Concern
🙇 To keep costs down, many fast fashion companies outsource production to countries with lower labor costs, where workers might face poor working conditions and below-living wages.
IMPORTANCE OF THRIFTING
Once I better understood the fast fashion industry, how does thrifting help address its issues?
HOW CAN WE RAISE AWARENESS ABOUT THE ENVIRONMENTAL BENEFITS OF THRIFTING?
Case study: what I learned from #spotifywrapped
Delight & Personalisation: Spotify transforms user data into delightful, personalized experiences, showcasing their dedication to creating a vibrant music community.
Community: Spotify's personal yet impactful experiences strengthen its community, fostering connections among music enthusiasts.
Engagement & Retention: The annual recap keeps users engaged year-round, encouraging them to explore new music and use Spotify's features, all influenced by their desire to shape their Wrapped results.
Marketing tool: Spotify's Wrapped is a masterful, user-driven marketing campaign that effectively promotes the platform without any external resources.
INSIGHT: Importance of creating personalized experiences for users to enhance engagement, foster brand loyalty, and effectively turn users into advocates for the service.
STRATEGIC IMPACT
How could awareness be advantageous for both the user and the business (online thrift stores)?
👥 User
Users are educated about the sustainability impact of their shopping.
Users can see the tangible effects of their choices.
Users can be part and connect to a larger eco-conscious community.
With a clearer understanding of their impact, users can make more informed choices about their future purchases.
💼 Business
Enhances the brand's image by showcasing a commitment to sustainability.
Helps foster and connect with the user base.
Can be an important touchpoint and a way to show appreciation to users.
Sets the business apart from competitors.
Aligns the business with growing consumer trends favoring sustainability.
Provides valuable insights into customer behaviors and preferences.
Can be used as a marketing tool to attract new users who prioritize sustainability.
THE PRODUCT: ANNUAL SUSTAINABILITY IMPACT REPORT
Okay, let’s do a quick breakdown of the product:
Product: Sustainability Report
A report highlighting the user's positive impact through thrifting, utilizing their specific shopping data.
Logic: Annual report through email
The report will be sent out annually as a celebratory thank-you to users for their continued support throughout the year.
Content: User & Business
The user's shopping habits, presenting data-driven insights about their purchases.
Content to enhance user engagement and foster a deeper connection with the business.
Educational content to inform users further.
FINAL PRODUCT
BREAKDOWN: HEADER
I wanted the copy to effectively communicate a sense of personal ownership and collective achievement in sustainable practices, both for the user and the company.
The title suggests that each decision to thrift has a meaningful impact, reinforcing the idea that individual actions contribute to a larger cause.
The subtitle fosters a sense of appreciation and sets a positive tone for the report.
BREAKDOWN: ACHIEVEMENTS SECTION
Based on my research into thrifting's impact, I determined the key figures to highlight.
Focusing on those that best showcase the difference users are making and their significant impact.
This also provides a way for users to understand their impact in comparison to regular shoppers, especially for those who are not yet aware of these differences.
BREAKDOWN: USER IMPACT
To enhance user excitement for the report, I integrated a rewards system, adding a gamified aspect to sustainable shopping.
This approach not only makes the experience more engaging but also deepens the users' connection to our company.
BREAKDOWN: FOOTER
The footer provides a way for the user to find its way back to the site, to learn more about the company and all the good stuff.
I also included the aspect of planting trees to subtly address our shipping impact. While not heavily emphasized, this acknowledges and takes steps towards offsetting our shipping's sustainability concerns.
I added the “share“ button at the end for users to share their report on social media, leveraging a powerful marketing tool, as we've seen with Spotify's success
