Nutrisystem
A Case Study: BOGO Campaign
OBJECTIVE
Get customers to purchase two plans upfront by offering a prepay to save option on the Nutrisystem meal plan rate card. Measure conversion, take-rate, and user response to this option.
MY ROLE
Script writing for unmoderated usability testing, live interviews, live observation, A/B testing, data collection, data presentation, and development.
PROJECT DETAILS
This project developed out of an idea by the lead UX Designer to allow the creative team to explore some design ideas without constraint. Some benchmarking and customer surveys lead to interesting findings of successful prepay campaigns that were being used by companies, like Hulu, at the time. This launched a project to test prepay on the Nutrisystem rate card. Any projects that make changes to the Nutrisystem plan rate cards require working with the front-end developers. Due to my experience as a web producer, I was able to play a large role in both the research and development side of this project.
My first job was to collaborate with the designer in creating the prototypes and run those through live user streaming and scripted usability testing. I wrote the scripts for both of these tests. The results of the testing demonstrated that customers were confused by pricing displays. Unknown to users, they would get a discount for ordering monthly auto-delivery and an additional discount if they prepay for a second month's order. That discount structure confused users who expected to see a much lower price for the prepay (BOGO) option. Fortunately, with user testing, we were able to advocate for a much clearer design for customers by presenting these results to upper management.
Following the successful roll-outs of the redesign, I built the rate card experience along with the web production team and the front-end developers. I updated the HTML content items, uploaded the css, located the correct site keys, and made the correct pricing updates to the products in the catalogue.
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