Sign Up Flow

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 redesign a prospect customer’s sign up process and provide a tailored, personalised, and educational experience, whilst making it clearer the user signs up to a subscription and what to expect from it.

  • Goals

    By means of improving the usability, accessibility, clarity and usefulness of the sign up experience for KatKin’s prospect customers, this piece of work aimed at increasing purchase conversion and attachment rates of ancillary products (litter and treats), as well as reducing inbound requests to Customer Support.

  • My role

    Senior Product Designer. I was embedded in a cross-functional team working closely with Product Manager, Developers, as well as Acquisition and Retention stakeholders. I was in charge of uncovering user problems and gathering business requirements. I owned the end-to-end design from discovery to delivery.

  • Tools and Platforms

    Main design and prototyping software was Figma. 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.

The Problem

After performing a heuristic evaluation of the existing onboarding process, as well as reviewing existing customer data and feedback, I was able to identify a set of pain points our users experienced when trying to sign up for a subscription for KatKin’s fresh cat food. From a prospect customer’s perspective, the was a clear need to:

  1. ‘Understand how much I’m paying’ - How can you make it clearer what I’m getting, what I’m paying for, what to expect and whether the switch will be worth the money/hassle?

  2. ‘Organise food for all my cats’ - How can I avoid going through the quiz more than once if I have more than one cat?

  3. ‘Take care of all my cats’ needs in one go’ - What else can you do for my cats and how is that going to make my and their life easier?

  4. ‘Know this will be the best choice for me and my cat’ - I might not know what fresh cat food is and how it can help my cat. How can you tailor the experience to me?

Miro Board used to set the tone and direction of an ideation workshop.

Discover and Define

With that in mind, I ran a series of workshops with stakeholders to identify opportunity areas, collect ideas from across the business and prioritise avenues for me to further explore and flesh out.

Working with the PM and the Head of Acquisition, I then narrowed down the scope of this project to the following set of opportunities - How might we:

  1. Give people with more than one cat a seamless experience

  2. Help users see the value for money of the subscription.

  3. Better educate users who are unaware of the problems with the cat food industry.

  4. Give visibility to KatKin’s ancillary products (litter and treats).

Initial wireframes

Test and Iterate

I used both Lo-FI and Hi-Fi prototypes to evaluate the proposed solutions and ensure the design was usable, clear and solving the right problems. By running user interviews I was able to identify outstanding issues and pain points and make informed changes to the experience, such as:

  • Rethinking the way I presented the information on the more informative end of the flow to really bring to the front the tailored nature of the cat’s meal plan.

  • Giving more visibility to the nutritional characteristics of the food and the ingredients used.

“At this point, I’m feeling a bit underwhelmed. This looks too generic, rather than being tailored to the information I provided.”

— Tze, Research Participant

Deliver

By regularly reviewing progress via design critiques, I involved different people in the process, ensuring Growth stakeholders, developers, analysts, and customer support agents all had a chance to feedback and input at every stage.

The end product is a sign-up flow consisting of a questionnaire used to gather the customer and their cat’s data, and a food plan recommendation based on the data collected (e.g. breed, gender, weight, body condition, allergies, etc).

Specifically, the new process

  1. Allows prospect customers with more than one cat to enter their cats’ details all at once and in a more time-efficient manner.

  2. Introduces the figure of our vet nutritionist to build a rapport of trust and reassurance with the customer

  3. Utilises a set of information nuggets to help educate problem-unaware users to the benefits of feeding a fresh diet.

  4. Tells a more compelling story of what the issues with the cat-food industry are and how KatKin is different, as well as showing proof of this by using customer reviews and stories.

  5. Gives more space to other products such as litters and treats.

  6. Clarifies what the product costs, the cadence of delivery, and how it should be stored and served.

Learnings and considerations

The new flow was AB tested against the original version. Thanks to streamlined UX, improved education and better transparency, it drove higher perceived value and produced +2% in purchase conversion and a staggering +8% conversion through the second half of the flow. We also observed significant uplifts in Trial Conversion (6.5ppt increase) and number of customers signing up with more than one cat (6% increase).

The new flow also addresses subscription clarity issues and aims at making it more transparent that the product is delivered on a recurring basis. By providing examples of other subscription businesses’ case studies and using user feedback, I was able to persuade stakeholders this was a necessary change. In order not to jeopardise conversion rates, the team decided to stagger these changes to better measure their impact.

This project was a multifaceted piece of work involving stakeholders from across the business. I learned the importance of managing stakeholders’ needs and expectations. I also learned how crucial it is to document decisions and keep a backlog of any features that were de-scoped. These are now used by the team to define the roadmap of any upcoming Conversion Rate Optimisation tests.