Expanding the Member Experience

Joining the Club

I spent the summer of 2016 working as a UX intern at Dollar Shave Club in LA. Toward the front end of the summer I was given the task of exploring brand opportunities on non-traditional interfaces. I knew I had to create an experience that felt like a natural extension of the overall brand experience. My goal was to create a platform which made it easier than ever to interact with the brand. Due to the fun nature of the brand and the endless possibilities that AI offers, I knew this had the potential to be something special. On my last day at Dollar Shave Club I was apart of a successful pitch to the Executive Team for this vision to become a reality.

Alexa, open Dollar Shave Club_ Add Shave Butter to my next box_ Read me the latest Bathroom Minutes_ Add Hair Pomade to my next box_ When does my next box ship? _ I want to order a traveler bag_
From adding new products to your box to getting personal grooming tips. The DSC Skill for Amazon Alexa helps us put you in full control of your grooming experience.

Order Products

Add grooming products to your box just by asking for them.  You can even scream from the shower if you want, we got you.

Get Grooming Tips

Get on demand grooming tips for all of the Dollar Shave Club products and learn how to maintain your beautiful , non-stinky life.

Listen to OG Content

Access our ever growing library of original written content. We can now read you our content like a creepy bedtime story.

Club Information

Members can ask any account or product questions easier than ever.

Bringing Dollar Shave Club's strong brand voice to life.

The Approach

While Dollar Shave Club is a fun brand, it is also for the most part a utilitarian brand. The concept of signing up for a razor subscription is appealing because it allows the customer to put their product purchasing on autopilot.  As Dollar Shave Club has continued to grow they have introduced various lines of grooming products, going beyond razors.  These NRPs (Non-Razor Products) can be added to a customer's monthly box and shipped for free.  However since customers cannot yet subscribe to NRPs, this opens up a unique opportunity to streamline the purchasing and refilling process using Amazon Alexa.

The Process

To keep my brain from exploding and cut my work time down by a couple of decades, I decided to break the main intents of the skill down into six categories, which could be expanded on if needed.  These six categories would serve as the foundation of the skill and ultimately the be intents that are set to to be available at launch.  These six categories include Purchase, Product Info, Help, Box Status, Content and Other. 

I then broke down each of these categories, pulled questions in which I thought would be most common and created a “happy flow” for each ask.  The flows can then be triggered by saying many different things, but essentially work the same using different variables. The "fun" part is trying to determine all of the different options that go into each variable, which quite frankly will never be 100% and will always be growing based on user testing/user feedback.

Conversational Flows

Intent Breakdown

Fun Findings

One day while testing conversational flows with a team mate, I added in one word just to prank him.  Instead of the introductory message saying “How can I help you today?”, it said “How can I help you today, bruh?”  It is amazing how much one word can change everything.  From this point on we included the word “bruh” in our testing with coworkers around the office.  It immediately sets a tone for the conversation and gets the user excited to interact with the skill.  By saying “bruh” it automatically throws off the systematic mindset most people have with AI.  It creates an immediate, memorable experience, which is really important when you are trying to get people to interact with a tiny robot that sits silent in corner of their rooms.

After a sea of error messages, early flow success was very exciting.
Example of a 'Purchase Flow' interrupted by a 'Product Interest Flow.'
As we started to get the hang of things, we began throwing in fun nuggets.
We had some fun with our pitch by ending our presentation with the song from the DSC viral commercial.

Member Onboarding

significance of a solid setup

It is important to ensure the entire brand interaction is smooth while club members discover, learn about and adopt the Alexa Skill. I have created a flow that works hand in hand with Amazon’s skill setup to ensure the user is never lost or unsure of what to do. If a user fails or gives up on trying to setup the skill it is unlikely they will ever try again. The onboarding and user sign-in screen sync up with DSC’s current style of design, so after the user agree to enable the skill they are immediately placed within an onboarding process that feel familiar and safe.

The addition that may stand out the most to the user is the security passcode setup. The user is asked if they would like to set up a personal secret code word. A secret code word would ensure users that they are the only ones that could access their DSC account via Alexa. User will be prompted to say the code word whenever conducting any actions that relate to account information or spending money. It is important to present this code word in a way that emphasizes the significance of the security feature without frightening users away.

Landing Page Wireframes

If you want to try the skill out for yourself, it is set to go live Spring 2017.enable it here.

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