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.
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.
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.