Background

NICKSON Living is a furniture on-demand startup based in Dallas, TX. They just raised $12M (Series A) in addition to $5.5M from the seed round (Article: https://tcrn.ch/3xKBoPT)

As a product manager, I worked closely with leads from each department (executive, operations, marketing, and engineering) to define the roadmap and led a 4-people product team to redesign the website.

Problem

Here are a few example screenshots of the PREVIOUS website:

1. Used confusing catch phrases and vague descriptions with no specific values in an attempt to appeal to a broader audience

2. Used lifeless stock photos that do not represent the quality of service they provide

3. Customers were required to create an account and provide their date of birth before seeing the product or service details

See the UX audit document: https://bit.ly/2X8pCSx

Solution

Here are a few example screenshots of the NEW website:

1. Copy clearly states the customer benefits with transparent pricing

2. Showcase real photos of beautiful homes furnished by NICKSON and testimonials from their happy customers

3. In the new checkout flow, customers are asked to create an account AFTER seeing all the benefits NICKSON can offer them, and DOB is collected AFTER checkout via automated follow-up email

Check out the improvements on the live site: https://nicksonliving.com

Results

Number of checkouts increased by 400%
NICKSON was able to use the improved conversion rate to raise a $1M insider round in addition to their $4.5M seed round funding
NICKSON recently raised additional $12M (Series A) – https://tcrn.ch/3xKBoPT