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Ethan MacDonald
Ethan MacDonald

Customer Timeline — Case Study

Candid is a DTC clear aligner company

As an early stage startup, Candid was still finding product market fit. One challenge we ran into was customer communication and satisfaction.

Customers were confused

We learned that our users were confused about where they were in the Candid process.

 Our first attempt at solving this was a timeline for customers to track their progress.

The process for getting treatment was pretty complicated. You had to fill out forms, get a Starter Kit (modeling kit), take 5 impressions of your teeth, return it to Candid, get a treatment plan from an orthodontist, and receive your 8-12 month supply of clear aligners.

Step 1 - Consent Form
Step 2 - Add Insurance
Step 3 - Track your Starter Kit

Our testing strategy & metrics

We ran an A/B test with this timeline after doing usability testing. Our metrics were received treatment plan, aligner conversions, and support emails/tickets.

*customer received a treatment plan from an orthodontist
*customers paid for aligners
*customers who emailed support
*customers who had open tickets with support
*how many times each customer emailed support

What we learned

Although we massively improved treatment plan delivery and aligner conversions, we ended up with more emails for support to answer.

Fortunately, we learned that the content of those emails was focused on how to take photos and impressions rather than when their kit will arrive. This sparked ideas on how to improve the at-home starter kit experience.

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