ORDERING EXPERIENCE
Weedmaps is an online platform and mobile application that connects cannabis consumers with local dispensaries, delivery services, and doctors. It provides information about various cannabis products, strains, and their availability, serving as a comprehensive resource for individuals seeking access to legal marijuana-related services.
THE CHALLENGE
Pioneering the cannabis industry since 2008, Weedmaps has long been a leader. However, as the online cannabis market expands, our challenge has been to evolve and enhance the offerings to remain competitive.
In response, Weedmaps aimed to enhance the order experience, not only for users but to enable seamless development and testing of new features by addressing limitations in the existing setup. The emphasis was on building a robust foundation, showcasing exclusive deals, integrating strategic upsells, adhering to industry design standards, and introducing efficient order tracking and management.
Our high-level goals were to:
Reduce cart abandonment and order cancelations
Increase average order value (AOV)
Reduce tech-debt
Senior Product Designer | Weedmaps
MY ROLE
I led the design of Weedmaps order flows across responsive web, iOS, and Android since the project's onset in early 2022.
CUSTOMER INSIGHTS & IDEATION
I partnered with two project managers and one senior leadership partner to uncover and translate concepts into features that address customer behaviors and motivations.
EXPERIENCE STRATEGY & VISION
I crafted frameworks and prototypes to communicate the vision, articulate design principles, and outline content strategy. This not only facilitated the evangelization of ideas but also played a pivotal role in securing alignment among stakeholders and steering effective decision-making processes.
PLANNING & SCOPE DEFINITION
I defined the features with my project manager partners, evangelized customer goals, and balanced business goals. I prioritized and negotiated features for launch and beyond.
OVERSIGHT & COORDINATION
I collaborated with other designers to translate and document new patterns into the design system.
DESIGN EXECUTION & VALIDATION
I executed journeys, wireframes, prototypes, design specs, and code reviews.
LEADERSHIP
I designed up and pitched and presented work to gain buy-in from executives, senior stakeholders, and others within the Weedmaps team throughout the project lifecycle.
DISCOVERY
What began as a personal project evolved into an approved initiative spanning multiple features and user flows. Opting for a swift market entry, we relied on existing quantitative data to guide our design and development priorities.
Based on quantitative data and competitive analysis we decided early to make pivotal architectural changes, ensuring alignment with current needs and positioning us for future feature integrations, thereby significantly enhancing the overall customer experience.
THE DESIGNS
The focus was on crafting a robust foundation throughout the ordering flow to position Weedmaps for effortless management and testing of new features, all while ensuring a straightforward and user-friendly experience. With this in mind, we ended up redesigning many screens throughout the user ordering experience; cart, checkout, post-order tracking/confirmation, order history, account settings, push notifications, and more.
FEATURING DEALS
Deals stand out as a key differentiator for Weedmaps in the cannabis industry, and our aim is to streamline their accessibility and clarity. We concentrated on bringing deals to the forefront in the cart and checkout process, emphasizing relevant offers, showcasing savings, and aligning with widely recognized design patterns for an enhanced user experience.
SEAMLESS CHECKOUT
Navigating the complexities of the cannabis industry, with its legal nuances and intricate verification processes, can make our product inherently intricate. To enhance user experience, we aimed to simplify the checkout process by creating distinct sections, reducing cognitive load, and unifying various checkout experiences. This not only streamlines the user journey but also minimizes engineering costs associated with maintaining and updating the feature.
POST ORDER TRACKING
Dedicated to enhancing the overall experience, we prioritized aligning with prevalent design patterns, reorganizing and prioritizing content, while also strategically preparing the groundwork for future feature integration.
ORDER HISTORY
Strived to streamline the design by emphasizing active orders, facilitating reordering, and optimizing the order review process.
THE RESULTS
We designed, built, tested, and iterated for over a year with positive results:
2.2% increase in Order Fulfillment
8.8% decrease in Order Cancellation
2.5% increase in Promo Code Rate
1.3% increase in Net Order Rate (Order Rate * Fulfillment Rate)
8.3% lift in 2-week Retention Rate
6.2% lift in monthly Retention Rate