Designing a Brand to Brand Partnership Service
Project at a glance
Parsnip is a brand to brand partnership matching service who is barely a year old. They have already made 700+ connections between brands, all of which have done by hand. The owners of the company realize that matching brands like this is not sustainable and are looking for a way to make their services scalable.
Myself (Mattias Rosenberg), Aysha Bilal, Julian Kwan
Tools & methods
Google Sheets, Google Surveys, Google Docs, Pens & Paper, Sketch, Our noggins
“We can’t do it for you.” Matching is currently based on qualitative information, it's not scalable.
The current problem facing Parsnip is that their users are not involved in the matching process. Matching is a black box that doesn't involve users at all. The company is having is having to manually matching these brands based on qualitative data they collect during their on-boarding form, which is a 7 question form after registering an account. This process is inefficient, non-scalable for the two owners, and does not help brands match on their own.
Provide an quantitatively based, efficient and meaningful registration experience
“The goal is to get you to the best first date and then it’s up to you what to do.” The term meaningful here describes a mutually beneficial relationship through which brands are able to reach their primary goal. By making this form more quantifiable, we believe it will enhance Parsnip’s scalability. Because as the company grows, the infrastructure can grow with it.
During our 3 week sprint for Parsnip we set off to provide an quantitatively based, efficient and meaningful registration experience through the creation of a new registration and onboarding experience.
Confusion around the current registration process
1) Progress bar is confusing, users didn’t know on the first page it was a progress bar. Some thought it was already complete, some thought it was just an oversized page break.
2) On the question of what do you do or make? Users were confused as to if this question is related to themselves as an individual or as a company. Some users were confused if it was actually supposed to be two questions, one asking what your job description is and the other asking what your salary is or what the company makes.
3) On what do you bring to a partnership, users wanted options to choose from, not just an overwhelming empty dialog box, one user just wrote what their company does
4) One user pointed out that there is no formatting given for how to input the website
5) Users have a problem with the copy of “Dream partners”
6) Users like the pagination and number of questions on each page
Who are we designing for?
83.8% of clients are brands
We chose to focus our design on the largest demographic of our clients customers, brands. Out of our sample size of 564: 472 are brands, 37 are Service Providers, 32 are Events and Communities, 12 are Bloggers & Influencers, and 10 are Spaces & Places.
Most partnerships made are at the intersect between “most offered” and “most asked”
There is an inverse relationship between what brands ask for from a partnership and what they offer a partnership. The mass majority of partnerships made through Parsnip are in the events, giveaways, or social media collaborations.
User Interview Insights:
Themes from interviews: “I want…”
Complimentary products - “Products that go well with mine”
Larger audience - “To collaborate in increasing my instagram audience”
Similar mission and values - “To work with those that are like-minded”
Product certifications - “To co-brand with products that are organic and represent sustainability”
How does this translate to a solution?
Direct searches make up 89.5% of matches
Directly searching a name of a brand you would like to partner with is perhaps the easiest and most effective way of finding a brand to partner with.
Giving people the feedback they need to give us the information we want
Website links provide an important way for brands to make more informed partnerships. The formatting example is a heuristic, providing an example outside of the text field.
Recognizing that different brands have different needs
We want to recognize that brands that do different things have different needs and we want this registration process to reflect those needs, no matter how subtle the difference.
In this sprint we tackled only a small, yet massively important part of Parsnip’s registration and on boarding process. Given more time I think that we would continue conducting additional usability tests on the first iteration of the prototype
Continue testing and refining the copy of some questions
Matching and updating the style of the form to match that of Parsnip’s new site
Providing inline validation and error prevention on the input fields