FORMEL Skin Onboarding

Customer segment

FORMEL Skin New Customers who:

• have just purchased a new subscription in the last 24 hours and canceled in 1 day?

• gender: women and men in equal measure

• living in Germany, Austria, or Switzerland

• fluent in German/ conversational English

Research goals

• We want to understand what users are expecting to see after they finish the purchase while they wait for the doctor’s feedback

• How does finishing the purchase and arriving at the Waiting Area feel?

• Learn likes, disappointments, and pain points that users find within the Waiting Area/CLA

• Discover users’ motivations to visit the Waiting Area/CLA before getting their package

Research questions

1. We want to understand what users are expecting to see after they finish the purchase while they wait for the doctor’s feedback

   1. What is the user expecting to happen ‘behind the scenes with their order?

   2. What are users expecting to see right after completing the purchase?

   3. What are users doing right after completing the purchase

   4. Do users find current information useful

   5. Do users see/read current information

2. How does finishing the purchase and arriving at the Waiting Area feel?

   1. How does arriving at the waiting area compare to finishing the purchase? Is it rewarding? exciting? disappointing?

3. Learn likes, disappointments, and pain points that users find within the Waiting Area/CLA

   1. What did they like about the WA?

   2. What did they expect to see that they didn't find?

   3. What was difficult to find?

4. Discover users’ motivations to visit the Waiting Area/CLA before getting their package

   1. Why do users come back to the Waiting Area after finishing the purchase

   2. How do users come back to the Waiting Area after finishing the purchase (trigger)

Recruitment criteria

Doctors send a message to the patient along with their first ‘diagnosis’ inviting them for an interview with us + Calendly link to schedule an interview. Offer a 20 euro discount.

Our goal is to interview:

• at least 10 users (with a minimum of 6 people) this is proving to be a challenge, only 3 people in the last 2 weeks

• gender: women and men in equal measure

• students and professionals

• living in Germany, Austria or Switzerland

• fluent in German/ conversational English

Timeline

1. Brief provided to the Product Team: Jan 20

2. Research start date: Jan 24

3. Recruitment begins: Jan 20

4. Interviewing begins: Feb 2

5. Feedback from the Medical Team:

6. Interviewing ends: Feb 18

7. Synthesis begins: Feb 14

8. Synthesis ends: Feb 25

9. Report presentation: Feb 28

• Time per session: 30 minutes

• Number of participants: 10 participants by the end of February 18

Part I [5 min] Introduction

Welcome and introduce participants to the interview. Give a short description of the research scope, the context, and the purpose of the interview. Participants and facilitators open their cameras and introduce themselves. The facilitator takes the lead, introduces the observants who will be taking notes, and starts with a short introduction.

Ice-breaking questions:

• Why did you join FORMEL Skin? What skin goals do you have?

• How did you learn about us?

• What kind of treatment were you using before?

Part II [10-15 min] Interview

Group A. Waiting Area questions:

We’ll be talking about the website you landed on right after you finished uploading your photos. To the best of your capabilities, please put yourself in that place in time a few days ago…

Expecting

1. What do you think is happening ‘behind the scenes' with your order right after you finished uploading your photos?

2. Did you understand how the FORMEL Skin concept works by the time you were on that page?

   1. NO> did you see anything here that helped you better understand it?

   2. YES> Where did you see that information before? did you see anything here that gave you further information?

3. What did you expect to see thereafter you finished paying and uploading the photos?

Likes, disappointments, and pain points

1. What do you remember seeing on this page? did you learn anything new?

2. Did you watch the video? Why or why not?

   1. If yes, did you find the video helpful? Why or why not?

   2. Do you normally watch such explainer videos on other platforms?

3. Was there something you were looking for that you didn't find or was difficult to find?

Feel

1. Remember how were you feeling after finishing the order… what were you hoping for?

2. How do you feel about the information presented on that page?

   1. Was it helpful?

   2. How do you feel about it?

Motivations to visit

1. Have you returned to the website after your purchase?

   1. YES>What for?

   2. NO>Why?

2. What made you come back?

Group B. Cancellation on day 0:

1. how did you learn about FORMEL Skin from?

2. What did you want to achieve with us?

3. Is there anything specific thing you liked or disliked about us?

4. What convinced you do the first purchase?

5. Do you remember what made you cancel your subscription?

6. If applicable: what is your relationship with subscriptions? do you use them?

7. Is there anything you’d like to share with us?

Part III [5 min] Wrap up

• Anything else that we didn’t ask?

• If you had a magic wand, what would you like to see?

• thank you so much etc!