Eaze Growth Projects
In 2022 my Project Manager and I embarked on a series of projects that aimed to increase revenue for Eaze. These projects aren't the most exciting when it comes to visual design, but they made a huge impact on the business's bottom line. The projects shown are pre-redesign and are using the old Eaze components. The following is a quick summary of a few that were picked for the portfolio.
My Role
Lead Product Designer partnering with my PM to identify and execute high-impact revenue experiments. I owned the end-to-end design process for each optimization, from analyzing user behavior data and support tickets to designing solutions, monitoring A/B tests, and scaling successful changes.
Approach
We prioritized projects based on:
- Customer pain points from support tickets
- Behavioral data showing drop-off points
- Revenue potential per engineering effort
- Speed to market
Upsell @ Checkout
Problem - Customers were frequently abandoning their carts at checkout for two reasons: Minimum order thresholds varied by location, and shoppers often discovered too late that they hadn't met the requirement for delivery. Also, the checkout flow lacked personalized product suggestions tailored to their purchase history, browsing behavior, or preferred product categories.
Solution - We designed an upsell carousel displayed in the user's cart as part of the checkout flow. Since our existing product cards were larger and contained multiple lines of text, we simplified them to the essentials: Brand, Product Name, Species (sativa/indica/hybrid), and Price. This pared-down approach was validated through user interviews and survey data.
Impact - The addition of personalized upsells increased gross profit by approximately $49.2K per month.
Header Image Adjustments
Problem - Menu page headers consumed almost the entire viewport, pushing product carousels below the fold and requiring users to scroll before seeing a full product card.
Solution - We reduced banner height by 60% across all shoppable pages, ensuring immediate product visibility on page load. This required redesigning the visual elements to maintain brand impact within the compressed space.
Testing - 62 day split test with 500K users in the test group. Results showed consistent positive engagement with no negative indicators.
Impact - Such a simple change ended up having a pretty large impact, increasing purchase conversion by $104K monthly ($3.3K daily).
Address Field Visibility
Problem - A hidden apartment/suite field in the address form was causing roughly 1K failed deliveries per month. Most "could not reach customer" cancellations came from orders missing apartment numbers, and users weren't noticing the expandable section where that form field lived.
Discovery - We reviewed cancellation data and found that 80% of these failed deliveries came from addresses without unit numbers. User walkthroughs confirmed that most people didn't realize the field could be expanded, so they assumed no apartment field existed.
Solution - We surfaced the apartment/suite field directly within the primary address section and redesigned the way the rest of the address settings expanded to make the action clearer to the user.
Impact - After launch we had some of the lowest week over week driver cancellations due to a decrease in "could not reach customer" which amounted to $2.5K/month recovered revenue.
Vapes on iOS
Problem - Apple's App Store policies prohibit selling vape products within native iOS apps. Since vapes are Eaze's top-selling category, iOS users looking for them consistently hit a dead end and abandoned their orders.
Solution - We introduced targeted in-app banners directing users to the mobile web experience, where vape purchases are allowed. We kept the vape category tab in place, but tapping it now opens a modal that clearly guides users to Eaze.com to complete their order.
Impact - This direct strategy boosted gross profit by approximately $44.8K per month.
