Creating a memorable user experience with limited resources
MyTennisBox is a fast-growing French e-commerce start-up founded in 2018. The start-up offers a monthly subscription service for tennis fans to discover a curated selection of tennis products, accessories and advice from professional players.
The Business Challenge
The subscription e-commerce industry offers consumers convenience, novelty and personalization. To reduce churn and secure more brand partnerships, MyTennisBox identified an urgent need to evolve its service offering.
However, the traditional path to a superior experience for its customers and brand partners – such as deeper personalization, higher-quality packaging and expansive marketing initiatives – were out of scope due to limited resources and budget.
WORKING THROUGH THE CHALLENGE
After early discussions with the start-up, I realized that I would need to take on a “jack of all trades” problem-solving approach – shifting between the roles of innovation consultant, marketing strategist, and graphic designer – and would need to privilege memorability, quick and cheap execution and reusability.
Unmet customer needs and pain points
My first step was to zoom out to look at the bigger picture of customer needs and behaviors to ensure the team understood the problem space. Using customer feedback and segmented marketing data, I worked with the team to map out the various phases of a typical tennis player’s discovery and training journey. From here, we identified needs that are not currently addressed by other players on the market and associated pain points with each of these needs. This enabled us to define the areas where MyTennisBox could most effectively intervene and innovate.
Quick-fire idea generation
Next, I led a ideation session for the team to imagine a universe of offerings for the identified pain points and needs. The team and I then determined selection criteria based on strategic objectives and operational constraints (such as costs, novelty and value add) to select the highest impact “quick wins” for increased brand engagement for the start-up’s brand partners and a more optimized experience for end users.
The initiative has now become the centerpoint of the start-up’s value proposition for its brand partners and pivotal engagement mechanism with end users.