Glowlit is revolutionizing the raw materials market by promoting price transparency. Their innovative "give information, get information" model relies on crowdsourced data, charting purchases of specific additive products by location, quantity, and time. Despite the clear benefits, participation was notably low, with only 4% of website users sharing their purchase information.
Despite offering valuable insights into market pricing, the startup faced significant challenges in encouraging users to contribute their own purchasing data. User apprehension about data sensitivity and the effort required to input exact figures were identified as major barriers.
Our team conducted interviews with the startup's team to understand their assumptions and explore the reasons behind user reluctance. We hypothesized that: 1. Users were concerned about the sensitivity of their data. 2. Users felt pressured by the need to provide precise data in an open-ended format. To address these concerns, we proposed simplifying the data entry process to lower perceived barriers. The solutions were iteratively tested to find the most effective approach.
Results:
The transformative change came with the introduction of a slider for data entry, replacing the traditional input field. This adjustment significantly reduced user anxiety about data precision and privacy, leading to a more user-friendly interaction. As a result, the conversion rate of users sharing their information increased by 400%, achieving our target KPI and substantially enhancing the database's robustness and utility.
Insights:
Having a deep understanding of the user's perspective, enables us to create a big difference with small actions.
"Having Q’s team look at our problem with fresh eyes brought us to discover a simple and elegant solution. Roy managed to pin down a huge problem we were facing at Glowlit, and through a small change brought us to see a breakthrough in the conversion and retention numbers around the world"
