Understanding Our Chewy Users to Drive Increased Engagement

We underwent a few core user-centric activities to better understand our users, specifically around decreasing AutoShip disenrollment. Under my direction, my team developed these core personas. These personas were developed using qualitative themes along with analytic data to map back to our customers’ behaviors. We also developed user journeys to help understand friction points to drive the product roadmap.

Customer Journeys

A key 2022 objective of the Design team is to empower all Chewtopians to be customer-first. As a result, we determined outlining user journeys to view the customer experience holistically would promote empathy as we view the end-to-end experience. The team combed through all the qualitative research for the prior year and outlined a few key journeys around new purchasing and the decision-making process involved, the journey of a new pet parent and the unmet needs, along with key friction points and opportunities of our coveted Autoship Customer. After outlining the knowledge gaps, the team conducted moderated interviews. The goal was to be able to visualize the friction points and opportunities unique to specific personas.

This was done in conjunction with an agency partner who helped facilitate the additional interviews under my direction.