Getting context on an initiative

The info you need

Request the following info from your client's initiative lead:

  • Description of their company’s business model

  • Description of the key customer journey(s)

  • Description of

  • For the selected initiative, a list of 3-5 recent launches, iterations, or experiments

  • For each of those items, ask the client for:

    • the hypothesis/goal behind the launch

    • the history of events/changes related to the initiative (e.g., when specific features or campaigns went live, or when experiments started/ended)

Example response

Company:

Retail company X

Initiative:

Digital sales team: Product discovery improvements

Description of the Business Model

Kohl's digital sales business model is built around attracting traffic to our online platform and converting visitors into customers. Traffic comes from various channels, including direct visits, organic search, referrals, and paid advertising. The model operates by focusing on the efficiency of converting visits into purchases and the amount of revenue generated per visitor.

Description of the Customer Journey

The customer journey on our digital platform begins with visitors arriving through multiple channels. From there, they browse product pages, interact with the content, and, if interested, add items to their cart. Once items are added, they proceed through the checkout process and ultimately complete a purchase.

Recent launches

  • Improve On-Site Search Algorithm Goal / Hypothesis: Enhancing the relevancy of search results will increase the success rate of on-site searches. Key Dates:

    • Search algorithm update: June 1, 2024

    • Relevancy tuning release: July 15, 2024

    • Full search optimization launch: August 5, 2024

  • A/B Test New Product Banner Designs Goal / Hypothesis: Testing new product banners with different visuals and CTAs will increase the click-through rate on product banners. Key Dates:

    • A/B test launch: May 20, 2024

    • CTA design update: June 10, 2024

    • Final design implementation: July 1, 2024

  • Lazy-Load Images to Improve Load Speed Goal / Hypothesis: Implementing lazy loading for images will improve page load time, keeping users engaged and lowering bounce rates. Key Dates:

    • Progressive rollout: June 20, 2024

    • Full implementation: July 10, 2024

  • Highlight User-Generated Content (UGC) in Images Goal / Hypothesis: Featuring user-generated content in product images will make them more relatable, increasing user engagement with the images. Key Dates:

    • Initial UGC pilot: May 25, 2024

    • Full UGC image feature launch: July 25, 2024

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