Doubling down on what customers love and addressing what holds others back
The central sources of satisfaction for our most enthusiastic customers are:
quality construction out of exceptional merino wool that feels exceptionally comfortable against the skin
made in America with sustainable practices
Our best customers:
feel great in this clothing
feel great about its provenance
Splitting the roadmap in two
Let’s divide our efforts into two broad categories. We can spend half our time doubling down on what our Very Disappointed customers love, and half our time on the customers who love the products’ provenance and feeling against their skin but are still Somewhat Disappointed for other reasons.
Every initiative on the roadmap has a cost, in time, money, and effort, and an expected positive impact. To estimate the impact, we can use the volume of requests where possible, as well as our own intuition.
In the table below, I have begun a small collection of initiatives to consider adding to the roadmap. The keyword column executes a search against all the survey responses and counts the number of respondents who mentioned that keyword; that can give us an indicator of impact. Clicking the “See Responses” arrow will open a new window with every one of those keyword matches, so you can see the context in which that word was mentioned. As we evaluate all of our options, we can can refine our estimates of Cost and Impact in the columns to the right.
(Note to self: upgrade the keyword search to support word stems or multiple keywords to cover variations (e.g. “USA” and “America” or “sizes” and “sizing”.)
# Survey responses with keyword
Refactor website to remove friction (e.g. with Shopify)
Go tagless to improve comfort
Expand color range (perhaps with batch or special pre-orders, in the style of Gustin or Drop?)
Add more choices of fabric weight
Help customers shop by fit
Make larger sizes
Use product management tool such as Shopify to make it easy to see all available color and style options in customer’s size
Enable gifting, group orders and group designs with Shopify codes
Store customer size and additional size profiles so customers can always see which colors and styles are available that will fit them
Suggest garment subscriptions based on usage and maintenance plans (e.g., for a once-a-week garment suggest a bi-annual subscription).
Offer ordering in multiples by color, style, and sizing profiles (e.g., 5 daily use garments in your size)
Add additional size profile options so customers can order for themselves and family members at the same time