Summary

Party Dot is a Latin American success! They have built a following of over 9,000 people on Instagram and have celebrity endorsements. The female owned company wants to launch a high end luxury party box in the United States.

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Challenge

We are tasked with understanding their ideal user, how to persuade them to convert, how to retain them, and what boxes to launch in the United States.

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Solution

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Strategy

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User Insights

• Time it takes to plan and organize.

• It's inconvenient to visit multiple stores.

• Budget is flexible but at the same time they don't want to get carried away.

• The unexpected, like realizing someone forgot napkins.

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Persona Development

• 30 something parents

• Post Instagram perfect photos

• Are successful and career driven

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When I'm planning my kids birthday parties, I want to be able to get everything quickly and in one place, so I can spend more time with family.

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Competitive Analysis

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Initial Sketches & Wireframes

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Wireframes & Flow

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Usability Testing

The majority of user confusion was around messaging. The top 3 things we decided to change are:

1. Navigation bar that founders were inspired by (and originally wanted) takes up to much real estate causing a slow reaction time to the primary CTA
2. Header image and tag line
3. Switch benefits and other boxes div. Moving benefits to the top increased comprehension and moving additional boxes to the bottom increased click through to product page.

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Explorations

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Retro / Next Steps

The next step for Party Dot after launch of MVP is to consider how they can incorporate viral loops into their funnel.

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When considering adding viral loops to the customer journey. I recommend focusing on the following 4 areas:

- Online experience

- Unboxing experience

- After party experience

- DIY experience (video 1 & video 2)

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Take advantage of the Ikea Effect and Price Anchoring

The IKEA EFFECT is a cognitive bias in which consumers place a disproportionately high value on products they partially created.

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• Consider including DIY balloon kits or

• DIY flower kits

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‍PRICE ANCHORING is when the first price mentioned has an effect on the perception of all future prices.

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• Offer multiple box sizes

• Default to the most expensive box while still having a clear CTA to the other less expensive boxes.

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Team