Getup Opportunity Testing
Using opportunity testing to rank feature priority for a clothing brand
44% of consumers are interested in receiving personalized style tips
This was the highest ranked opportunity for clothing brand Getup.
39% of consumers prioritize professional help when buying a suit
Getting online style advice from an expert is an ideal opportunity for consumers purchasing a new suit.
59% are most likely to browse and purchase in a physical store location
This data helped validate Getup’s Push to Store feature idea.
Business Challenge
We sought to establish and prioritize a list of feature opportunities for Getup, an online clothing brand specializing in formal wear. The challenge was to identify and implement features that would resonate with users and address their specific shopping concerns and preferences.
Timeline
Over the course of one week, the Helio team tested over 25 opportunities provided as feature ideas for the clothing brand. At the end of that week, the team had a tested and ranked list of opportunities for Getup’s clothing app based on user feedback.
Research Goals
The research aimed to:
- Evaluate potential website features that could enhance the online shopping experience for Getup’s customers.
- Determine which features aligned best with business goals, user needs, and technical feasibility.
Methodology
The methodology involved creating an Opportunity Index to evaluate various feature ideas. This index rated each feature based on three criteria:
- Business Value: Potential impact on sales and customer retention.
- User Interest: Level of user demand and potential satisfaction.
Technical Feasibility: Ease and practicality of implementation.
Research Panel
The research panel consisted of 300 male online shoppers who frequently purchase formal wear, providing a relevant demographic for Getup’s target market.
Test Setup
Participants were surveyed about their interest and perceived value in potential new features. The features evaluated included:
- Instant Personalized Help
- Outfitting Stylist (Human Led)
- How-To Tips and Videos
- Real Photos
- Suggest Outfits for Upcoming Events
- Personal Stylist
- Past Purchases for Wardrobe Suggestions
- Text Local Promotions
- Customer Support via Text
- Push to Store
Analysis and synthesis
44% of consumers are interested in receiving personalized style tips
This was the highest ranked opportunity for clothing brand Getup, despite only being a four out of five in terms of user interest.
39% of consumers prioritize professional help when buying a suit
Getting online style advice from an expert is an ideal opportunity for consumers purchasing a new suit.
59% are most likely to browse and purchase in a physical store location
This data helped validate Getup’s Push to Store feature idea, where participants are able to explore and shop through the brand’s offerings online and then send their favorite items to a local store for a fit-check before purchasing.
Outputs/Deliverables
The data for Getup’s opportunity testing is held in Helio’s data report:
The data for each opportunity tested is translated into a 1-5 scale based on the relative interest compared to other ideas, and then listed into the Opportunity Index:
Along with business value and tech feasibility, the user data provides a 1-15 rating for each feature idea on the list. Having a value ranking for each opportunity then allows the Getup team to prioritize their list and start pursuing the opportunities that have the greatest combined business, tech, and user value to their team
Next Steps and Recommendations
Based on the findings, the following steps were recommended:
- Prioritize the development and implementation of Instant Personalized Help and Outfitting Stylist (Human Led).
- Plan the rollout of How-To Tips and Videos and Real Photos to further boost user confidence and engagement.
- Assess the technical and operational implications of integrating these features, with a phased approach to deployment.
Reflections
This case study highlighted the importance of aligning business objectives with user needs and technical constraints. The Opportunity Index proved to be an effective tool for prioritizing feature development, ensuring that resources are invested in areas most likely to yield significant returns. Through strategic testing and customer engagement, Getup is positioned to enhance its online platform and significantly improve the shopping experience for its customers