Dollar Shave Club

Field Research, Data Strategy, Journey Mapping

ROLES

Lead Data Strategist, Lead Designer, Researcher

OVERVIEW

Dollar Shave Club and Effective executed a multi-phased research initiative to improve their customer experience, and identify new business opportunities.

Phase 1

Through stakeholder interviews, creative audits, and insights derived from their business intelligence teams, we mapped out the complete membership journey – identifying knowledge gaps throughout the process. Key questions coming out of phase one: Why do members take specific actions? How do their behaviors vary across purchasing cohort and segment?

Phase 2

The team went into the field to interview 22 current club members in their homes to gain an intimate understanding of how they choose to engage with the brand. The research identified four unique target segments and enabled us to reconstruct the Phase 1 journey map to reflect each segment's unique experience, from awareness through membership. Field findings were paired with insights gained through an extensive library of user engagement data to showcase overarching trends. Each journey map illustrated each segment's:

Awareness drivers and action triggers
Post-subscription experience
Product and service retention drivers
Emotions, pain points, and priorities
Comparisons to average customer engagement over tenure
Unique business opportunities: new ways to improve their experience, reduce churn, and increase advocacy

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