Case Study: Optimizing Soma's User Experience with HEART Framework, GSM, and ROI Analysis
Published on Wednesday, April 11, 2018
Last updated Wednesday, October 25, 2023
3 min read
Soma, a water storage and filtration solutions provider, is committed to crafting exquisite designs for its products while championing sustainability and charitable endeavors. However, achieving a holistic user experience requires more than aesthetics and goodwill. It requires actionable metrics and comprehensive strategies. This case study delves into how HEART (Happiness, Engagement, Adoption, Retention, and Task Success) Goals, Signals, Metrics (GSM) were employed to scrutinize Soma's user experience and formulate ROI-based strategies for long-term growth.
Background
Soma offers a wide range of products designed for storing and filtering water. Their brand ethos is deeply rooted in sustainability and social impact, working with boutique design agencies for limited editions and running a water filter delivery subscription. In addition, the company donates water and creates eco-friendly products, emphasizing their charitable efforts.
Objectives and Methods
The HEART Framework in Context
The HEART framework, tailored to capture user-centric metrics, was meticulously applied to analyze various facets of Soma’s customer journey. Below are the elaborated Goals, Signals, and Metrics (GSM) for Soma's user experience.
| Goals | Signals | Metrics | |
|---|---|---|---|
| Happiness | Boost perceived purchase impact | Engagement in eco & charity pages | Time on pages, exit rates, charity sales, social views |
| Engagement | Enhance sharing & brand awareness | Multi-product purchases | Bundle & email conversions |
| Adoption | Promote new & add-on products | Returns for new lines | New/limited edition buy rates |
| Retention | Regularize filter replacements | Filter sub sign-ups | Retention, delivery tweaks, pre-payments |
| Task Success | Simplify account setups | Creation abandon rates | Error & immediate sub rates |
ROI Analysis
To maximize ROI, we considered three scenarios based on various growth assumptions. As a disclaimer, boutique companies do not disclose their finances and business success as readily as larger companies. According to Owler, the company generates about $2 million in annual revenue in 2017.
- Scenario 1: Revenue remains constant
- Scenario 2: Standard industry growth of 2-3%
- Scenario 3: Exceptional growth of 7-8%
Strategic Insights
Long-Term Strategy: Focus on Subscriptions
Subscriptions appear as a stable revenue stream requiring minimal site engagement. Metrics indicated a higher retention rate for users subscribing upon their initial purchase, making it a priority focus for long-term growth. However, Soma should closely monitor and improve the renewal rates for existing subscribers.
User Buying Habits: An Untapped Goldmine
Soma should actively engage with users who make repeat purchases, especially of non-consumable products like carafes and bottles. Understanding the motivations behind these purchases could offer insights into user satisfaction, product quality, and potential upsell opportunities.
Recommendations
- Retention Metrics: Monitor the percentage of users who let subscriptions lapse to improve reminder systems.
- Consumer Feedback: Conduct surveys to understand why consumers purchase multiple similar products.
- Conversion Optimization: Given high direct link visits, focus on-site conversion rate improvement.
Discussion
Understanding the user experience is not a mere theoretical exercise; it has profound implications on a business's bottom line. By methodically applying the HEART framework and aligning it with ROI considerations, Soma can turn its already aesthetically pleasing and socially responsible brand into an exemplar of user experience design. This strategic exercise provides a pathway for Soma to not just connect with its users on an emotional level but also to evolve as a commercially viable entity in a competitive landscape.
Resources
- "Google’s HEART Framework for Measuring UX" by Interaction Design Foundation