Role
Lead Product Designer
Responsibilities
Strategic vision
Product design
User research
Usability testing
Playbook
An automated coaching system that delivers personalized playbook cards daily to our Wine Reps to enhance user activation and engagement while elevating the overall user experience.
Situation
ONEHOPE found that 60-70% of its Wine Reps never successfully activated their businesses and the majority churned after the six-month mark. Feedback indicated that many Reps felt overwhelmed, confused, or intimidated by the volume of information, thus signifying a clear need to simplify the process and improve Rep retention.
Task
The task was to design and implement an automated coaching system, called "Playbook," aimed at enhancing Wine Rep activation and engagement. This system would deliver daily, personalized action-driven coaching to each Wine Rep, tailored to their unique journey with ONEHOPE.
Results
Over a span of 1.5 years, more than 3.8 million Playbook cards were published, and we observed a 50% increase in new Wine Rep activation. The feedback from Wine Reps was overwhelmingly positive, indicating the Playbook system was an effective tool in managing their tasks and keeping them engaged.
Insights
“I want to be reminded about a Host who hosted 6 months ago to remind me to reach out them”
- After creating the prototype, I conducted extensive user research to gather feedback and understand user interactions with the new system. The insights from the research were invaluable, highlighting areas of the prototype that worked well and areas needing improvement. This feedback loop was critical in refining and finalizing the design.
- Added tab navigation: “New” and “Saved” to make it easier to navigate to “Saved” cards.
- Continue to add more Playbook cards based on feedback from CEs.
- In response to frequent feedback of this nature, we created 'Reach Outs' to enable this exact behavior.
Ios Playbook
Users can complete an action in the moment, save for later or dismiss. They can always view their dismissed, completed and saved cards at a later time.
ios Rewards
We gamified the experience to motivate users to complete Playbook cards. Rewards points can be redeemed for wine or donated to a cause.
Desktop
Scaleable Framework
Impact
- The feedback from Wine Reps was overwhelmingly positive, indicating the Playbook system was an effective tool in managing their tasks and keeping them engaged.
- Following the successful launch of the Playbook, we received requests from our reps for a more efficient outreach tool. They wanted a way to reach out to their contacts in larger volumes, with a wider array of outreach ideas. In response to this, we began developing ‘Reach Outs’ - a tool designed to enable reps to conveniently and effectively communicate with their contacts at scale.
Selected Works
8+
Years Experience
30+
Research Studies
50+
Projects completed
