As the product designer, I collaborated with the PM and PL to address drop-offs and low conversions. I conducted user research, restructured the flow, simplified questions, and designed responsive, visually engaging interfaces. My work improved completion rates by 50%, boosted conversions by 30%, and enhanced the overall user experience.

Team

Product Manager

Product Lead

Engineers

Platform

UI/UX

Responsive Web & Mobile

D2C

Website

High five

if you also grew up with little to no privacy at home!

Growing up in a world where privacy often felt like a luxury, many of us understand how challenging it can be to discuss or explore topics like sexual wellness openly. In India, where comfort and awareness around sexual health are still evolving, this challenge becomes even more pronounced.

At MyMuse, we recognised that choosing bedroom products can be confusing and intimidating—particularly for first-time users, who make up 70-80% of our customer base. To support these users, we designed a product recommendation quiz, a key tool contributing to around 12% of overall sales. However, this quiz wasn’t living up to its potential, prompting us to rethink and optimise the user experience.

The current quiz flow faces multiple challenges, resulting in poor user engagement and inaccurate product recommendations. These issues negatively impact customer satisfaction, reduce conversion rates, and hinder the overall user experience.

This case study aims to identify and address these pain points, delivering a more intuitive, personalised, and effective quiz experience.

Optimise quiz completion rates and understand the reasons behind user drop-offs during the quiz process.

Analyse how users interact with the quiz and identify patterns in their responses and behaviour.

Investigate why some users do not complete the quiz or fail to make a purchase after completing it.

Challenge and verify common assumptions about user preferences and quiz effectiveness.

While optimising the quiz, we had to consider several constraints:

Balancing simplicity with depth: It was important to select questions that kept the quiz easy to complete while still offering valuable product recommendations.

Technical limitations of Octane: Since the quiz is built on Octane, a third-party platform on Shopify, we had to work around its constraints to implement the necessary features.

Maintaining MyMuse’s brand voice: While improving the quiz’s functionality, we needed to ensure the playful and approachable tone of MyMuse stayed consistent throughout the experience.

Before diving into the design process, we conducted a thorough analysis of user behaviour using data from GA4 and Octane. This research helped us pinpoint key areas for improvement:

This data guided our design process, helping us address the root causes of user challenges by reducing cognitive load and providing clearer guidance.

We explored benchmarking exercises to uncover best practices for engaging and effective quiz flows. Competitive analysis of other Octane AI quizzes provided inspiration for usability, engagement, and conversion improvements.

The quiz optimisation project successfully addressed key pain points, resulting in significant improvements in user engagement and conversions. Key outcomes include:

Completion Rates: Improved by 50%, rising from 40% to 60%, driven by simplified flows and better visuals.

Conversion Rates: Increased by 30% with more aligned recommendations.

Engagement: Positive feedback from 82% of first-time users, validating the approachable design changes.

Revenue Contribution: The quiz's share of sales grew by 20%, highlighting its impact.

User-Centric Design: Simplified flows and conversational tones addressed beginner users’ hesitations effectively.

Business Impact: Improved CVR, AOV, and revenue growth highlighted the value of UX-driven decisions.