DOZR Lead Acquisition

dozr.com
ROLE
Product Designer
TIMELINE
June - July 2023
TEAM
2 Designers (me)
1 Product Manager
2 Engineers
TOOLKIT
Product Thinking
Interaction Design
UX Research

Project Overview

As a Product Designer intern at DOZR, I took on the challenge of enhancing lead acquisition—one of the five major design projects I tackled during my time there. The goal?
How might we capture more leads to re-engage users
and improve their DOZR experience?
This project allowed me to dig deep into user needs, optimizing a key part of the rental journey.

Problem

The main form of lead acquisition (LA) at DOZR was through abandoned carts—and while that strategy had seen some success, it was clear we could dig a little deeper. The question was simple:
How can we capture even more leads to keep the momentum rolling?
The goal was twofold: increase the volume of leads to pass along to our Sales and Marketing teams and improve user engagement to prevent drop-offs further down the funnel. Essentially, we needed to reconnect with users before they left us in the dust.

Constraints

Every project has its hurdles, and this one was no exception:
Despite these constraints, the goal was clear: deliver a seamless, user-friendly solution that captured more leads—on time and on point. No pressure, right?

Metrics

Success wasn’t just about capturing more leads—it was about creating an experience that truly resonated with our users. Here’s how we planned to measure it:

Design Principles

Guided by a set of core principles, the design aimed to create a user-centric experience that encourages engagement and trust:

01 Incentive-Driven

Provide valuable incentives that enhance the purchasing experience on DOZR, making users feel rewarded for their engagement.

02 Trust & Comfort

Create an atmosphere of trust where customers feel comfortable sharing their contact information—because privacy matters!

03 Capture Intent

Collect not just contact information but the intent behind it, enabling prioritization of leads that truly matter.

04 Light Scope

Maintain a streamlined approach, keeping the design as light as possible while still delivering maximum impact.

Process

How did we bring our vision to life? It took a collaborative journey through several key stages:

Along the way...

The journey was marked by collaborative efforts, including concept reviews with the Product Manager to ensure alignment with business goals, design reviews with the Design Team Lead for critical insights, and design critiques with the Design Team to foster an open exchange of ideas. The Demand & Retention Taskforce kept our metrics front and center, while spec reviews with the Engineering Team facilitated a seamless hand-off and ensured design feasibility.

Solution

After extensive research, iteration, and collaboration, we arrived at a solution designed to seamlessly capture leads and enhance user engagement on DOZR. Here’s a quick snapshot of the key elements:
‍Inquiry Topic Selection: A feature that captures user intent by uncovering their questions, making interactions more relevant and tailored.
‍
‍Social Presence of Team: A chat-like layout that showcases the online status of team members, adding a human touch and fostering trust.

‍Context-Specific Entry Points: Strategically placed entry points that boost SEO and guide users to the modal, ensuring they discover it when they need it most.

Hotspot Entry Points: Identified through analysis of high-volume clicks in Search, these entry points direct users to valuable content effectively.
This is just the beginning—let’s dive into the process that shaped this final solution!

Discovery

Understanding the Market & Its Users

To craft a solution that genuinely resonates, it was essential to first understand the market landscape and our users. By conducting a competitive analysis and engaging in user research, the goal was to identify the value we could offer to incentivize users to share their information and understand how we could assist them more effectively.
Key questions guided this phase:
What are users looking for in the DOZR product?
&
How can we provide value to encourage them to engage?

User Research

The insights gathered from a Demand Survey—a previous UX Research (UXR) project conducted by the design team—provided valuable, direct input from customers about their preferences and behaviors:
  • Users seek equipment recommendations tailored to their specific job requirements.
  • Many prefer to be connected with a Sales representative to receive support on their orders.
  • Users often need equipment on short notice and are looking for the best possible price.
  • There’s a higher comfort level with the traditional phoning process of the rental industry, indicating a preference for more personal interaction.
These insights helped ground our understanding of user needs, allowing us to approach the design with empathy and a clear sense of purpose.

Competitive Analysis

To understand how other e-commerce platforms approach lead generation and acquisition, a competitive analysis was conducted. Key strategies identified include:
  • Personalized Recommendations: Providing tailored product suggestions to engage users.
  • Live Chat and Chatbots: Offering real-time support to address user inquiries and concerns.
  • Discounts & Loyalty Programs: Encouraging repeat business and engagement through incentives.
  • Streamlined Checkout Process: Reducing friction to ensure a smooth purchasing experience.
This analysis offered a comprehensive view of industry practices, which informed our approach to lead generation.

Stakeholder Interviews

Interviews with internal stakeholders, such as the Sales and Marketing teams, were conducted to better understand what they needed from this solution. The goal was to ensure that our design would meet the expectations and requirements of these secondary users.
The Sales team shared insights about the attributes of an "Ideal Customer," which included:
Both the Marketing and Sales teams sought to leverage this solution to capture high-quality leads—whether by re-engaging potential customers or identifying the "ideal customer" ready to rent. Their insights were crucial in shaping the final design.
By combining insights from user research, competitive analysis, and stakeholder interviews, we gained a comprehensive understanding of both user needs and business objectives, setting a strong foundation for the design process.

User Persona

Next, developing a user persona proved essential for understanding the unique needs, preferences, and behaviors of our target audience. By crafting this persona, the design team could align its strategies with the actual experiences of users, ensuring that solutions would effectively address their challenges. Below is a detailed look at the primary user persona, which serves as a cornerstone for our design approach.
Understanding the diverse landscape of our users revealed key insights into their preferences and behaviors. These insights help shape our design approach:
  • Many customers in this industry are more familiar with renting equipment on the phone or in-store.
  • Not all customers know what exact equipment (and/or equipment class) is appropriate for their job.
  • Some customers may not be familiar with all kinds of equipment categories and classes.
  • Customers might not always be certain when exactly they will need the equipment.

Brainstorming

Next, I facilitated brainstorming sessions to explore various design concepts aimed at enhancing lead acquisition. Building off the competitive analysis and user research conducted previously, I took out my pen and began sketching different ideas and concepts discovered during market research. The focus was on envisioning how these concepts could be applied within the context of DOZR.
Accompanying the sketches are pictures of sticky notes that document the diverse ideas generated during paired designer exploration. These ideas were categorized as “big bets” and “quick wins” to aid in scope definition, ensuring a strategic and balanced approach to the project.

Iterations

The design process involved multiple iterations, each guided by insights from team discussions and user feedback. As the lead on this project, I facilitated the review sessions to ensure alignment with our design and business goals.

01 Wireframing

Initial wireframes were developed to assess whether our design met user needs and business objectives. Key considerations included user engagement and overall functionality.

02 Medium Fidelity

This stage focused on refining our approach, integrating feedback to enhance user experience and present a clearer vision of the final product.

02 High Fidelity (Final Solution)

The final design reflects our collaborative efforts, successfully capturing lead intent while providing an intuitive user experience.

Final Solution

Now, we dive into the details of the final solution showcased earlier. This section provides a comprehensive view of the user flow and the thoughtful design decisions made to enhance the user experience.

User Flows

Evaluating the Design

In evaluating the final design, we refer back to the design principles established at the outset. This reflection ensures that our solution not only meets user needs but also aligns with our business goals.

Lessons & Next Steps

Not everything went as planned during this project, but each challenge presented valuable lessons. This section highlights key takeaways that will inform future initiatives and enhance our approach to design.

Lessons & Challenges

Next Steps

Looking ahead, we have identified actionable next steps to further refine our lead acquisition strategy and improve user engagement.
This project exemplifies the power of user-centered design and collaborative problem-solving. By leading the team through an iterative design process, valuable insights were transformed into a strategic solution for lead acquisition. This experience not only honed my skills in facilitating cross-functional collaboration and conducting thorough user research but also reinforced my commitment to delivering impactful design outcomes. As I continue to evolve as a designer, I am excited to leverage these lessons in future projects, further enhancing the value provided to users and driving business success.