Mantry is a food-of-the month club geared towards guys. We explored their customers to refine the primary persona which guided changes to the product and website.
Doubling Down on the User
Our team was tasked with conducting user research with our existing customers to help us revise our user personas and reimagine our service to better serve the user.
Mapping the Data
Data collected during one-on-one interviews was combined and trends were identified - many of which were a surprise to the company.
A New Persona
Our old persona was a bachelor professional in their 20s who had some extra money to burn. Our entire product was geared to them. Our research showed we should design for someone older who was more refined in taste & tone.
We revised our voice and the visual elements used throughout our user's experience. Bro-speak and photos of girls was swapped with dry wit and retro styling.
Our website was completely redesigned. Again with a more sophisticated tone that focused on the food products and makers, as well as recipes.
After our changes, we saw our subscribership from women (the main gift givers) grow from 0% to ~20%. Gifts increased by 33% and length of subscription by 50%.