Testing into an allergy offering for seasonal allergy sufferers
Picnic Allergy, personalized allergy symptom relief by Thirty Madison
The Problem
Picnic offers personalized allergy treatments as a recurring subscription which serves patients with year-round allergies, but we suspect that we are missing an opportunity to provide care for patients with seasonal allergy symptoms.
The business opportunity
How can we take advantage of the increase in site traffic during spring allergy season to grow Picnic’s revenue?
The patient problem
How can we help treat patients with seasonal allergies, particularly during spring allergy season?
The Context
Role
Product Design Lead
Responsibilities
Product design
A/B testing strategy
Data analysis
Team
1 Product Designer
1 PM
2 Engineers
Timeframe
February 2023
How might we design a treatment option for patients that primarily need treatment during one season?
By tailoring the Picnic quiz to identify patients that primarily suffer during the spring, we can offer a one-time purchase designed for the seasonal allergy sufferer, allowing us to better serve (and acquire) patients who primarily suffer during spring.
If we A/B test an experience offering a one-time purchase, how will we know if it is successful?
• If we can increase conversion for patients that have identified as spring-only sufferers
• If we can get more patients in the door during times known for higher traffic (spring allergy season)
• If we can gain learnings on how seasonal treatment plans impact patient behavior
The designs
Picnic quiz flow with new one-time purchase option for spring sufferers
Impact
Key takeaways
When testing out new business models, using an iterative approach to A/B testing can help reduce risk while maximizing opportunities for learning.
Future iterations
• If we see an increase in checkouts from patients that identify as spring sufferers, we will explore how we might expand this offering to all seasonal sufferers, not just spring sufferers.
• If we incorporate the one-time purchase into our baseline experience, we will explore how we might incentivize a seasonally-relevant subscription to maximize recurring revenue & retention.