I Heart Jane wanted to offer cannabis stores the ability to flag items on sale. Still a startup, they needed an effective solution immediately vs a full-featured experience. With one full-time and one part-time engineer, I set out to research, design, and plan a vital sales tool.
I Heart Jane is a revolutionary new cannabis marketplace where consumers can search for specific cannabis products and get local results within seconds. 1
2018 Mar - Apr
Role: Lead Designer
Cannabis products come by the gram, the ounce, and the number of items in a package. The industry has also embraced typical sale strategies you’d see anywhere. Such as day-of-the-week, veterans discount, 2-for-1s, loyalty discounts, and the like.
Language was also tricky. Each state had its own stipulation on which words you could use. For example, in Washington state “coupons of branded merchandise are banned”.
With so many permutations and clauses, what should the team build? And how can it be messaged across different states and stores?
Which single KPI does the team value most?
… at any given time, there’s one metric you should care about above all else … getting you to focus on the right thing, at the right time, with the right mindset.2
I drafted a few quantitive and qualitative key performance indicators (KPIs) to start. Together, we added a few more and highlighted the most important ones for this feature:
The team also listed baseline assumptions about promotions.
The Jane team had relationships with experienced store staff–from owners to floor personnel. I interviewed 5 spread across Washington, New Mexico, Colorado, and California.
The questions were structured around 3 objectives:
The answers were synthesized into trends, for example:
So what would be the most effective discount feature to build? Category-wide discounts. Almost every store pulled this lever every week, if not every day, at their brick-and-mortar. The discount was easy to remember and brought both regulars and newcomers in the door.
I listed job stories from three perspectives: the customer’s, the store’s, and Jane’s.
While I was writing these, I noted down an idea Edward de Bono wrote:
Quality is intentions matching expectations. 3
Examples of job stories from a customer’s perspective:
What do I expect from an e-commerce experience?
And from a store’s perspective:
What is the most valuable type of promotion I do now that I Heart Jane will support?
As a store owner I can set … - “Blanket-wide” deals on a specific product category - Most are recurring for a day of the week - Sometimes recurring for a range of hours - % or fixed $ amount taken off - With the ability to exclude certain items
Is this adding more work and frustration? - As a store employee and owner, I can see any promotion ending today
I created a clickable experience journey where you could jump from the 10,000ft view to a specific screen. From the moment an owner plans a discount to its end when it expires.
This way everyone understood how a discount worked and how this feature we were building was a part of it.
The discount feature was on-time, on-budget, and was well received by stores. By January 2019, roughly 12% of all orders on Jane had some product on discount.
What I did miss was a store’s need to offer discounts on single items. Though it was never mentioned in my interviews, it turned out to be a much needed feature.