About legacy
Legacy offers sperm testing & freezing services to folks undergoing gender-affirming care therapy, vasectomy, cancer treatment or simply wanting to preserve their healthiest sperm in order to found a family later in life.
The sperm testing and freezing space is still novel and sometimes, taboo. Most folks are unaware of the effects of their everyday habits, and their environment on their sperm health, and Legacy needed novel ways to educate and sell their product.
Responsibilities
Research
Testing
Design
Logic
Challenges
How to test for a quiz
Designing a scoring logic for the right recommendation
Balancing education with information overload
Key learnings
Value-perception is a bigger factor than information density for drop-off
Precise curation of users for interviews can get you valuable data very quickly
Giving the right user the right information at the right time in the right place will increase conversion rate like crazy
Results
Conversion rate is nearly 5x of the rest of the website
The average order value is double historical AOV
Accounts for 10%+ of total revenue within two weeks of its soft launch
Table
setting
Context
The sperm testing and freezing space is still novel and sometimes, taboo. Most folks are unaware of the effects of their everyday habits, and their environment on their sperm health, and Legacy needed novel ways to educate and sell their product.
Previously, Legacy only sold its product through its Shop All page and different landing pages. This approach led to conversion rates several percentages below average in the space.
Sperm freezing is both a high consideration and an unknown product. Textbook e-commerce tactics don’t always apply. Conversion is lower (1.5%), drop-off is higher, so we need to make sure we can validate and comfort the user at every step of the experience.
Goals
Design is fundamentally about taking business, product and user goals and finding a solution that satisfies all three. Our objectives here were:
Users want to understand
Recurrent questions gathered throughout user interviews
Product wants to
Teach users what sperm freezing is
Teach users why they should freeze their sperm
Make sure users trust Legacy to care for their sperm storage
Business wants to
Improve overall average order value
Improve conversion rate over 1%
Taking the above into account, the following became our working thesis.
Hypothesis
Educating users through a guided experience will lead them to finding the right solution in their sperm freezing journey.
We started by prototyping a lo-fi version of the quiz with Typeform. While we gathered valuable data, we also learned that it’s tough to test this type of experience with a niche audience.
This was also a good opportunity to try out Figma’s new conditional workflows. While it showed a lot of promise, it unfortunately had too many bugs to safely use for testing.
One of our test plans.
Legacy works closely with customers undergoing medical procedures and major life changes, like getting a vasectomy, starting chemotherapy, or gender transition.
Since our pool of potential users on UserTesting was quite small, we ran the risk of running out of potential testing candidates if we spent any more time in the testing phase. Widening the net also led to poor quality data, since we were testing with an audience that wasn’t high-intent or fit into that persona journey.
We then decided to test with a smaller group of select potential and past customers to iron out the last few kinks, while also knowing we wanted to move fast and get it out there to get real field data.
The splash screen serves as a welcoming intro to the quiz, while also reassuring users that it won't take more time than waiting for their lunch to heat up.
The question view features an educational drawer to reassure and guide potential customers and explain exactly why we ask sensitive health questions at particular parts of the experience.
Recommendation
view
The recommendation view serves as the final step to convert leads at the considering stage of the funnel.
We reinforce the accuracy of the recommendation by linking the bundle items directly to their answers provided earlier in the experience so that they truly feel like this is the solution for them.
Then, we show them what's going to happen if they press Add to Cart to give them an idea of the next steps of their journey with the What to Expect and Ways to Pay sections.
The quiz might seem simple on the surface, but even with fewer than a dozen questions, underneath lies a very complex recommendation logic system.
Since Legacy’s current bundle offering is normally quite prescriptive, I had to reverse engineer the individual bundle items through a scoring system and several triggers through the flow so that the quiz would output the correct recommendation.
Conclusion
While the recommendation quiz has only been out for under a month, it’s already showing great results.
5x
Conversion rate compared to the website
2x
Average order value compared to historical
10.4%
of total revenue within two weeks of its soft launch
89%
of users who got to the end of the experience converted.
Let's remember our hypothesis:
Educating users through a guided experience will lead them to finding the right solution in their sperm freezing journey.
These positive results demonstrate that finding a solution to meet business, product and user needs led to the hypothesis being proven correct.