Parlor was the only loan-to-own offering for establishing artists, helping galleries monetize 98% of their inventory. Parlor coupled logistics and insurance to help galleries monetize artworks in a storage.
Why was it necessary:
98% of the world’s best art is in storage. Galleries cite acquiring new customers as the biggest business challenge and 30% of galleries operate at a loss.
Parlor brings art into people’s homes in 3 clicks. Parlor will act as a Logistics and insurance platform between the galleries and clients.
As the lead product designer, I worked from day one to launch the Minimum Viable Product (MVP). I partnered with the CEO to keep refining the look and feel of Parlor, and used data and feedback to make ongoing improvements over a two-year span.
Our initial MVP checkout had a series of snags that were proving detrimental to the user experience.
The Resolution: A Streamlined Process
We realised that the next iteration had to encapsulate the entire journey in one unbroken sequence to hold the user's hand from start to finish.
By addressing these pain points, we reduced our checkout cancellation rates from an alarming 68% to a much-improved 23%.
Our Taste Quiz aims to understand user art preferences and curate a tailored experience. However, the first iteration wasn't compelling enough to entice users to participate.
Using Google Analytics and Hotjar, we discerned that an effective CTA must be reiterated and rebranded. Users were too quickly scrolling past the hero section without engagement. By integrating the 25% rule into our landing page's architecture, we strategically positioned the CTA for the quiz to pop up after a user scrolls through a quarter of the content. The result? An uptick in engagement with that crucial link.
Learnings and Pivot
Initially, our MVP was invite-only. Post-launch, we debated maintaining this exclusivity but were met with an alarming 81.8% bounce rate.
The strategic placement of CTAs, a trustworthy USP, and allowing users more page freedom increased our signup rate by 2.9%.
Methodology: A Dual-Track Approach
By methodically dissecting user behaviour and iterating our platform, we were not just chasing metrics but significantly elevating the user experience.
Our design overhaul led to an immediate and remarkable impact. Web traffic skyrocketed by 29%, and conversion rates jumped by 12%. These metrics speak volumes about the compelling efficacy of iterative design in fine-tuning user experience.
Initially a New York-centric operation, Parlor recognized the broader appeal of its offerings. Emboldened by our design successes, the service extended its reach nationally in 2022, confirming that good design doesn't just improve metrics—it can catalyze expansion.
Launching to Learn
One fundamental insight was the invaluable importance of deploying the MVP as swiftly as possible. The real world is the ultimate testing ground, and data-driven, iterative refinement is how products evolve towards excellence.
The Myth of Perfection
Through this journey, it became abundantly clear that aiming for a "perfect" app or website is a unrealistic endeavour. True perfection lies in the ability to adapt, to learn from user feedback, and to continually refine the design to meet evolving needs and expectations.
In essence, our experience reinforced the idea that perfection is not a final state but a continuous process.