🔎 Evaluative 📱 Mobile App 👥 B2C
Connect and get inspired with the members-only destination.
Victoria's Secret is one of the most iconic brands in lingerie and women's beauty products. They teamed up with Fueled to build their exclusive members-only community. My role? Handling all the research and evaluation for this project, no biggie.
Please note that some information has been removed or modified due to confidentiality.
My Strategic Contributions
🎯
Concept Test Design
👥
Recruiting and Scheduling
🔍
Synthesis and Finding Analysis
📊
UXR Report Presentation
Exploring the Community Spaces
👙
Bra Hacks
161.1 K Members
🌿
Self-Care
63.4 K Members
👄
Beauty
129.7 K Members
👥
Community
66.6 K Members
🛍️
Shopping Haul
63.4 K Members
👰🏻♀️
Brides
37.4 K Members
Background and Goals
Victoria’s Secret lacked a digital platform for customer engagement and expression within its transactional loyalty program. To remedy this, the product and design team introduced a Community concept to foster interaction and community building. Research input was crucial for shaping feature formats, addressing UX issues, and refining the product's value proposition.
Exploratory Goals
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Identify the factors that motivate individuals to use or participate in a community.
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Identify the discussion forums and triggers that lead individuals to create content.
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Examine existing behaviors and biases surrounding communities and social media.
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Understand how individuals get inspired and their preferences when searching for outfit or gift inspiration, including the tools they use.
Evaluative Goals
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Gauge interest in our community concept
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Understanding what makes the concept appealing or unappealing to customers
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Identify gaps or issues in the tested design to refine its UX
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Measure how well the concept value proposition is communicated.
Insights
Note that some information has been removed or modified due to confidentiality.
1
The feedback received from the participants was largely positive.
They found the app to be a dynamic forum that resembled other platforms they knew. Overall, the participants understood the concept and found it engaging and informative.
2
Participants found the mixture of UGC and brand content confusing, which indicated the need to refine how we present and differentiate between the two.
3
Additionally, we learned that some participants were not interested in certain types of content, pointing toward the need for diversifying the content offerings.
Impact
Strategic Impact
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Content strategy pivot backed by research findings.
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This type of hybrid fast testing study became a battleground for quick projects at the organization.
Collaboration Impact
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Designers were able to relay research feedback and incorporate it into the prototype quickly.
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Concept testing is a quick way to fine-tune product features during the early stages.
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