Reducing Shopper Friction through a Personalized Questionnaire Tool with an 82% Completion Rate.
SUMMARY
Company:
Hot Spring Spas
Project:
I managed the design of a shopping tool that helped users quickly find the right product with less overwhelm and boosted sales as a result.
Responsibilities:
Experience Design, Interaction Design, and User Research
Timeline & Team:
6 months with cross-functional team members from brand, content, and web development.
OUTCOMES
We saw an opportunity to reduce user friction while shopping by creating a “Help Me Choose” tool tailored to users’ needs and preferences, which delivered strong results:
82% quiz completion rate (industry average is 50%)
34% bounce rate on the tool (industry average is 45%)
1.24% lead form conversion rate (exceeding the 1% luxury retail benchmark)
COMPANY OVERVIEW
Hot Spring Spas offers luxury hot tubs distributed wholesale to dealers worldwide, who then sell them in their stores.
​They are known for their specialized jet systems, innovative water care systems, and energy-efficient features.
​
Their website provides detailed product information, educates visitors about hydrotherapy, and supports lead generation, bringing in over 1.2 million unique visitors annually across roughly 250 pages.
PROBLEM STATEMENT
They offer 20 models across 3 collections, but with only basic filtering options, it can be overwhelming for shoppers to compare.
While the website provided some filters as shown here, there was no guided shopping experience that allowed users to input their specific preferences and narrow down the selection to a manageable number for easy browsing and shopping.
PROCESS
This case study features a shortened version of the full process. If you’d like to dive deeper into this project, feel free to contact me!
I managed this 6-month project from design through launch, collaborating with brand, content, and both internal and external web development team members.
MONTHS 1 – 2
Experience Design
​
I researched tools, proposed a quiz using conditional logic, and partnered with the brand team to build a sales-aligned decision tree.
Doing competitive research on similar questionnaire tools across industries helped me see that a quiz using conditional logic was the most effective way to guide users and narrow their results.
MONTHS 3 – 4
Interaction Design
​
I used an existing design system to wireframe the new tool, keeping it responsive and intuitive, and created a prototype for usability testing.
Since the button interactions changed depending on the question, I used familiar UX patterns such as checkboxes and radio buttons to ensure usability.
MONTHS 5 – 6 THROUGH LAUNCH
User Research
​
I collaborated on a usability test, oversaw results and feedback from users, and teamed up with the dev team to develop and successfully launch the tool.
I built an interactive prototype to test usability and worked with the team to shape clear testing questions like the ones above. After running the study with seven dealers, feedback showed the tool was easy to use and the results page felt genuinely helpful.
See the Final Tool in Action!
Disclaimer: The information in this case study is my own and does not necessarily reflect the views of Hot Spring Spas or Watkins Wellness. This case study features a shortened version of the full process. If you’d like to dive deeper into this project, feel free to contact me!
