As the world’s largest trusted resource for cannabis education, Leafly is on a mission to empower consumers, retailers, and brands in the cannabis space. Built as a strain database more than a decade ago, Leafly has since grown into the leading legal cannabis marketplace in the U.S. helping over 100 million annual visitors discover the right cannabis for them and buy it from local dispensaries. Leafly plays a vital role in destigmatizing cannabis and helping consumers understand the power the plant can play in their own lives.
BEST BUDS QUIZ
In collaboration with Senior Product Manager, Cara Rizzo
Role: Lead Designer, User Research, Interaction Design, Visual Design
The Problem: With nearly 6,000 strains to choose from at over 19,000 dispensaries with 1.9MM menu items to browse, Leafly’s extensive strain database and dispensary coverage quickly becomes overwhelming to navigate. Through extensive user research, we’ve established that Leafly’s strain pages are inundated with so much information that users are overwhelmed with choices to make. In the current experience, there’s little meaningful curation and unclear purchase paths that are relevant to the user. Before we can ask our users to engage with shopping mechanisms on the strain page, we need to help answer the fundamental question: “Will I like this strain?” in order to instill buying confidence.
What We Know: Each week, over a million strain page sessions start with a Google search for a specific strain name. For example: “purple punch strain”, “wedding cake strain”, “Blue Dream.” Roughly 30x more sessions are driven from specific strain name searches than general searches such as “best weed strains'' or “indica strain.” Most consumers that have navigated to a strain page are researching new strains to try.
PROCESS
Conduct Competitive Research, Hunt for Inspiration & Review Data in it’s Current State
Data we know
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Account Holders convert at a higher rate than guests across the board, including strain page landing sessions
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Roughly 30x more sessions start on a Strain Detail page than an up-the-funnel ‘Strain List’ page
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38% of all Leafly traffic lands on a Strain Detail page (1.2MM sessions a week)
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Strain filter interactions give us insights to what data points consumers care about the most: 36% of filter interactions are Effects 21%, Condition, 19% Effects to Avoid, 9% Indica/Sativa/Hybrid, 5% Flavor, 5% Terpene, 2% Availability
Inspiration & competitive research
Objective: A delightful quiz will provide value for Leafly’s users and the strain quiz will lay the foundation for data-rich accounts by providing value for account holders. This “north star” will be key to unlocking Leafly’s ability to build a more personalized experience by using the inputs to create a curated, engaging marketplace with strain data no other competitor has. A curated marketplace will also increase engagement, retention & order conversion. By immediately answering the question of “will I like this strain?” we can increase confidence in the rest of the content on the page, including the shopping moments that will yield more orders from strain pages and more direct traffic as users begin to rely on Leafly for trusted advice.
Hypothesis: IF we apply a personalized, percentage match to a specific strain BY collecting users personal preferences through a delightful quiz THEN account creation conversion will increase BECAUSE our users will feel confident that our recommendations are going to meet their personal needs.
2. Design Initial Prototype & Utilize Usertesting.com for Quick, Qualitative Feedback
Test OVERVIEW
As a user, it’s not easy to find out if this strain is the right one for me without jumping around to compare other strain attributes. “Will I like this strain? Is this strain going to make me feel the way I want to feel? Is this strain going to cure my ailment?” Users want this quick validation when conducting their own research.
TEST OBJECTIVES
To validate whether or not users feel confident enough to try a new strain based on simple preference inputs that provide a percentage match output // How likely will users be to create an account to save their strain matches? // How likely will users be to purchase the strain after seeing their percentage match?
3. Iterate Based on User Feedback & Implement Test II
4. Synthesize User Feedback
5. Present Qualitative Findings to Stakeholders
6. Collaborate with Product Manager + Engineering to Launch A/B Test
STRAIN MATCH SCENARIOS
How will we measure success?
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CTR on strain quiz (how many times is it clicked vs. viewed)
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Completion rate on strain quiz (how many strain quizzes are started & completed)
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Account creation conversion post-strain quiz
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Segmentation of users: those with an account + strain quiz completed have a higher order conversion rate than those with no account + strain quiz
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Increase in direct traffic to Leafly, less reliance on organic traffic (more searches on Leafly for strains)
5. Review Quantitative Feedback from A/B Test
