Eaze Growth Projects
In 2022 my Project Manager and I embarked on a series of projects that aimed to increase revenue for Eaze (D2C cannabis delivery service). These projects aren’t the most exciting when it comes to visual design, but they had huge impacts on the business. The following is a breakdown of a few that I cherry picked for the ol portfolio :)
Shrink Header Banner
All of our menu pages had a header banner that took up so much of the screen real estate that the first carousel of products wasn’t visible until you started to scroll. The solution was to shrink and redesign the banners at the top of all shoppable pages. We ended up having to redesign the banners once we decided on the size that would allow you to see the first carousel of products.
We ran this as a split experiment for 62 days before pushing the change to all customers. We watched the test group (roughly 500K customers) very closely and only saw a positive response.
Although this project was simple and small, the impact was sizable. We increased purchase conversion ~$104K/month or $3.3K/day
Upsell at Checkout
There were two main reasons we prioritized this project over others we could have done. 1. Our minimum order amounts vary by location, leading to basket abandonment at checkout when customers realize they haven't reached the minimum for delivery. 2. There was a lack of curated product selection for each customer (recommendations based on what they have purchased before, what they were browsing recently, and similar products in a category they frequented).
We designed and built a carousel that would be shown to them when they were ready to checkout. Our normal product tiles contained too much information and looked overwhelming during the checkout process. We narrowed the information down to just Brand, Price, Product Name, and Species (sativa, indica, hybrid). We used data gathered in user interviews as well as survey responses to make that decision. We ended up using this information again when design a new Product Detail Page
Impact: Our experiment was successful in increasing gross profit by ~$49.2k/month
Upsell at Checkout Pt 2
During our Split experiment we saw that if the customer's cart contained more than 2 products, they could only see the very top of the carousel and typically did not scroll down to see the upsell products. We toyed with making the upsell section sticky but after testing different iterations of the design, found that it was a far worse experience. We ended up using the knowledge we gained from the banner shrinking experiment to inform what we should try next for the upsell carousel. We shrunk the product tiles in the carousel so even if the customer had 4 products in their cart, they could still see at least 60% of the upsell carousel.
Impact: Increased gross profit by ~$5k/month
Showing Apartment/suite field
In order to enter your apt/suite number in our checkout flow, you would have to expand the delivery address entry section. This led to customers not knowing the field existed which then led to order cancellations when their driver couldn't locate their residence. This resulted in approximately 1k canceled orders each month.
The solution here was pretty obvious. We made the apartment field part of the address section that was expanded automatically. We also changed how you expanded the rest of the delivery address section to help customers know it was actually expandable.
After launch we had some of the lowest week over week driver cancellations due to a decrease in “Could not reach customer”
Impact: Increased gross profit by $2,576k/month
Vapes on iOS
The apple app store has very strict rules around selling cannabis products in your app. One of those rules is that vape products cant be sold. Vape products are Eaze’s largest selling product category, so when customers used our app to order vapes, they always left empty handed. Our solution was to add in banners throughout the app that led customers to our web store experience. We left the vape category tab, but had it open a modal that guided them to eaze.com.
Impact: Increased gross profit by ~$44,802k/month
