Candid’s at-home instructions needed help
At-home customers buy a start kit that comes with instructions and tools to take 8 photos and 5 impressions of their teeth. Based on customer support emails and our returned kit rate, we realized the instructions were not meeting our customers’ needs.
Taking impressions is hard
The challenge we ran into was the turn around time and cost of shipping new instruction manuals with our starter kits. Our first attempt at solving these problems was to create a digital instructions flow that fit nicely into our timeline on the customer portal.
Learnings from user testing
We learned some critical things about our customers. For one, they didn’t need the hand holding we thougt they needed to complete impressions. We also learned that showing detailed examples of bad impressions gave them a better understanding of how to do them properly.
Iterations towards a viable product
After we reassessed, we decided to use streaming video, split the 12 minute video into two focused on top and bottom impressions, and add detailed video of bad impressions. This iteration tested on par with the standards of our lab and allowed us to ship an A/B test.
Testing strategy
For our A/B test, we decided to focus on our return material rate. The return material rate was the rate at which customers who received Start Kits returned them with completed impressions.
Results
Control = 40%
Test = 60%
Lift = 20pp (150%)