D2C E-commerce
Improving Users Adoption of Doctor Consultation in Vedix
Deep Dive
Vedix’s doctor consultation add-on lost about 40% of its adoption within weeks of launch. I found the problem was sequencing, not the feature, and redesigned the purchase flow around a bundle.
Role :
Product design: research, flow redesign, prototype testing
Ownership :
Found the sequencing problem behind the 40% adoption drop and owned the redesign through testing with 200 users.
For :
First-time D2C hair care buyers
Impact (1 month post-launch)
User adoption:
27% Increased
Sessions attended:
30% Increased
NPS and CSAT:
Improved Significantly
Problem
Feature Adoption down by 40%
We introduced Doctor Consultation in Vedix a couple of months ago, allowing users to purchase a consultation as an add-on with their hair regime. This service includes two 30-minute online sessions per month, where a doctor analyses your progress and checks for any side effects or anomalies. But Adoption has dropped by almost 40% after initial period.
PRODUCT PURCHASE FUNNEL BEFORE REDESIGN
Research
A sequencing problem
I used support feedback, app store reviews, user interviews and WhatsApp chats, plus a call with the in-house doctor.
Major Pain Point was imagine visiting a doctor for a health issue they diagnose and prescribe a solution. But with Vedix, users bought the regime kit first, then consulted a doctor, causing confusion about the doctor’s role post-purchase.
User Pain Points:
Breaking the Mental Model
Users bought the regime kit first, then consulted a doctor, causing confusion about the doctor’s role post-purchase.
The Pricing Effect
For many, it felt like an unnecessary extra cost rather than an integral part of their purchase.
Lack of Value for Money
User expectations were high. They envisioned detailed advice and personalised guidance.
Solution
One bundle, right order
The Ultimate Hair Wellness Plan combines the kit, the doctor consultation and a diet plan. The doctor verifies the products before dispatch. If a user doesn’t schedule within 3 days, we remind them through various channels, then ship on day 4 based on VPQs.
PRODUCT PURCHASE FUNNEL AFTER REDESIGN
How Our Solution Addresses the Problems
Testing
Validated before shipping
I tested 3 layouts with 200 users on UserQ. Version 2 converted best at 44.35%, against 25% for Version 1.
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