Adult lifestyle e-commerce · Under NDA
From segmentation to a tested redesign
Over three years we helped an e-commerce brand understand who its customers are and redesign around them: large-scale testing, archetypes built with machine learning, then an A/B test of the new site against the old one.
157people tested & interviewed
5archetypes
3studies
Goals
- Find where the current site loses people
- Define customer archetypes
- Prove the redesign works before launch
The story
- What we learned
People in one category differ more by personality than by age or income, so the strategy follows archetypes.
