My first week was a full immersion in the context of the project, which meant lots of meetings with the team and the client to review research, develop a shared understanding of the project, brainstorm ideas, develop hypotheses, and plan our validation experiments.

After discovery, the project team split into four pods to run each experiment. Although my role was to provide product design for each pod, most of my time was spent producing a fairly sophisticated landing page experiment that would generate data for a car subscription service concept. We needed to rapidly create two brands, ad campaigns, and a waitlist system that would help us gain insight into which combinations of customer acquisition models, subscription pricing, and car inventories might have potential as a business.
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Ultimately, I designed and deployed a few different landing pages (via Webflow) that presented our concepts and allowed real-world users or potential customers to tell us what car models and subscription prices they preferred.

The landing page experiments were exceedingly effective in producing the information we needed for evaluating the product concept. We ended-up with customer segmentations, customer acquisition cost estimates for different product offerings, overall appeal of the car subscription concept, pricing preferences, etc. We were no longer making guesses about what might work with consumers: we were working with a set of data that helped us navigate risks and configure a new product.

After compiling the results of the experiment, we put together an initial design of the service: the main points about how car inventory would be acquired, listed, and transferred to subscribers. I created the storyboards below to illustrate the key elements of the service and user journeys as well as a few slides for tear-downs of two competitor services.