Note: This is an updated version of a talk I gave at Design Driven NYC, which you can watch here.
Intro
When we set out to build Trade in 2017, we didn’t want to just sell coffee online. Personalization and segmentation were critical, because we believed that deep personalization, data science, and intelligent merchandising would provide the best and most differentiated experience possible for the marketplace.
To provide that best in class experience, our design team first put in place guiding principles for our onboarding that would influence our thinking as we iterated (I’m a big fan of principled product and design thinking). With that in mind, we agreed that our onboarding experience had to:
- Be memorable and easy to understand
- Fairly merchandise and represent the supply side of our marketplace (our roaster partners)
- Convert at an exceptional rate
- Provide a powerful data and merchandising tool
- Be modular as a component for unique uses outside of our direct funnel
The Result
Pairing our principled thinking with the steps outlined below, we’ve built a high performing onboarding experience that has served us well in…
