Customer Account

KATKIN - D2C PREMIUM CAT FOOD BRAND

KatKin’s mission is to shake the cat food industry and feed cats 100% fresh meat. The aim of this project was to improve existing customers’ accounts in order to help them manage their plans effortlessly and, as a result, decrease inbound contacts to the CX team. I also wanted to make it easier for customers to discover more KatKin products and gain confidence in the steps they took to improve their cats’ health and happiness.

  • Goals

    The main objective of this project was to empower existing customers to manage their subscriptions in their accounts, thus reducing the need for getting in touch with CX for basic plan management changes such as editing, pausing, and resuming deliveries. In addition, I also worked to increase retention metrics such as trial conversion and long-term LTV.

  • My role

    Lead Product Designer. I was embedded in a cross-functional team working closely with Product Manager and tech leads, as well as CX and Retention stakeholders. I led discovery, scoping, ideation, delivery and impact assessment of this project. I was responsible for setting the vision and direction of travel for the project and set the roadmap for its various iterations.

  • Tools and Platforms

    Main design and prototyping software was Figma. Wondering and Typeform were used for user research. Miro was used for workshops and Notion for documentation. Shortcut was the main tool for planning and breaking up tasks.

    This was a mobile-first responsive web project.

Setting the vision - foundational problems

Looking at the data, it was clear people had 2 main goals when interfacing with KatKin:

  1. ‘Help me do something’ - e.g. Change delivery dates, change contents of deliveries, pause or resume orders, change cat’s and personal details

  2. ‘Help me understand something’ - e.g. how can I help my cat transition to a new diet? Is fresh food good for my cat’s health and how is it different from wet and dry food?

This set the framework for how to think about the problems our customers encountered, specifically, I knew that

  • Customers don’t fully understand fresh as a category and the benefits it brings.

    “As customer, I want to really understand what fresh is and what benefits it can bring to my cat, so they can live a long and happy life.”

  • Customers don’t know that we have products other than the ones they already bought.

    “As a customer, I want to explore what else KatKin can do for me, so I can take care of my cat as best as possible."

  • Customers aren’t given the best welcome and support when they engage with us.

    “As a customer, I want to effortlessly manage my order, so I can have the best delivery experience possible.”

Breakdown of reasons why customers would get in touch with CX on a monthly basis.

Setting the vision - the pitch

A smart and personalised logged-in experience to cater for our top user personas:

Trialists and/or struggling Cat Parents

I'm a cat parent with a food subscription and I'm struggling because my cat isn't eating as much as I hoped. What matters most to me is that I'm feeding my cat the healthiest possible food, but they also need to like it.

Our Goal — SUPPORT THEM

Happy and satisfied Cat Parents

I'm a cat parent with a food subscription. I'm a happy customer and haven't had any major problems with KatKin. What matters most to me is that I’m doing right by my cat.

Our Goal — CELEBRATE THEM

Cat Parent with ancillary products

I'm a cat parent who's signed up to a litter subscription.. I've been feeding my cat 2 common brands together to give them both wet and dry. What matters to me most is that my cat loves the food I give them.


Our Goal — EDUCATE THEM

Wireframes used to pitch the vision for the future and get stakeholders buy-in.

Problems to tackle

Customers are seeking CX’s help on delivery management tasks that they can self serve via their accounts.

They are not self serving due to unawareness, or because they find their account confusing and hard to navigate.

In addition to that, despite prospect and existing customers having wildly different needs, there is little difference in the content shown on the website to them. This means the business is not making the most of the account as a touchpoint to interface with its customers.

Initial Explorations

Using Lo-Fi prototypes, I was able to gather feedback from users and agree with stakeholders on two initial iterations for release.

Step 1 — Build a logged-in-customer specific homepage to:

  • Give customers quick actions to help them navigate the site when needing to make common changes

  • Celebrate our existing customers by surfacing their personal stats and use data visualisation to illustrate their journey with KatKin.

Step 2 — Rebuild the most common pages to:

  • Reframe how customers interact with and edit their deliveries

  • Give more visibility to KatKin’s ancillary products

Wireframes used to pitch the proposal and align business stakeholders.

Deliver

The design solution is anchored on the most-performed tasks by customers, with information presented through different lenses. The language is oriented towards the most-performed tasks: Managing deliveries, Updating Personal Details, Managing Cats, etc.

My deliveries — Gives users a chronological view on all their deliveries, past, present and future. Users can perform edits to the content, delivery date/address, and payment details of the box. They can also report issues with their deliveries for a faster triage.

My cats — Gives users a view on of the cat’s details and information. Users can add more cats, perform edits to the recipes and plans for their cat, as well as updating health and medical details.

My plans — Gives users an aggregated view of all their subscriptions. Users can pause and resume orders, add more plans or change plans to what works best for them.

Learnings and considerations

The first step towards this design vision was released in December and used to draw a new baseline to measure future iterations against.

The second iteration is being built and the team is tracking CX inbound volume, usability survey scores, trial conversion, cross-selling rate to assess impact.

This has been the first project to be envisioned and fully owned by the Product Design team at KatKin. I’ve been able to integrate and demonstrate the value of Design Thinking to the business. I’ve also been able to show stakeholders that user-centricity and revenue targets go hand in hand.