Book of the Month - 2021

Swag Shop

The Marketing Team at Book of the Month (“BOTM”) saw an opportunity to enhance brand presence by adding a Swag Shop to the user experience. By allowing loyal members to add branded swag (pins, magnets, etc.) to their monthly box, we predicted a spike in engagement and loyalty. As the Product team, we had the challenge of incorporating this into the shopping flows without distracting the user from the main point of conversion, the books.

Role

Product Design

Team

Olivia Menezes (Product Manager), Evan McCoy (Retention & Engagement), May Parsey (Brand Design Lead), Oksana Samkova-Plattner (Software Engineer)

Output

Desktop, Mobile Web, iOS App, and Android App

  • Provide an additional perk to members that have shipped more than 3 boxes.

  • Tease this perk to lower tier members and non members.

  • Test that this new feature does not negatively impact box rate or books per box (to not hurt book sells).

The Goal

  • Everyone will be able to view the “closed” Swag Shop.

  • Only members with 3+ shipped boxes will be able to purchase swag.

The Users

  • Swag must be purchased using cash (not credits) because swag item prices will vary.

  • Swag can only be shipped as part of a monthly box, not separately.

  • A maximum of 3 swag items can be added to a member’s monthly box.

The Limitations

I first grouped the main user stories and grouped them into the following epics:

  1. Accessing the Swag Shop (aka. entry points)

  2. Browsing the Swag Shop

  3. Swag product detail page

  4. Purchasing the swag

I then took those user stories and created user flows that reflect the members’ interaction with the Swag Shop in each step of their journey. (from new members to members with 3+ boxes shipped).

I went into visualizing how this will fit within the current experience. We focused on the App designs first because that is where most of the members interact with BOTM.

After determining the main user flows, we moved into user interface design. For key placements, I provided many options and discussed with the team and key stakeholders to find the best solutions.

1. Browse menu (entry point)

2. Swag Shop grid

3. Swag product details page

Click through these prototypes to explore the final experience

Next project

Rent the Runway, “Where is my Order?”