Understanding business challenges

One of the main challenges of the project was identifying the key differences between Mango and Mango Outlet, both from a business perspective and in terms of their users. The process was not linear and involved numerous stakeholder interviews, research, and testing. This iterative approach allowed us to gather insights that gradually shaped a strategy to improve the site's conversion.

Discovering User Behavior Through Data

We initiated an insights-gathering phase grounded in data analysis to better understand user behavior:

1. Customer Research: In collaboration with the CRM team, we analyzed one year of online and offline purchase data from both Mango and Mango Outlet users. This analysis helped us identify the percentage of shared customers and uncover key differences in their shopping behaviors.

2. E-commerce Tracking: We monitored user behavior on the Mango Outlet website using GA4 to analyze navigation patterns and detect potential friction points. This helped us uncover variations in buying behavior and assess the impact of our initiatives on the overall user experience.

Identifying User Drivers Through Surveys

To uncover user motivations and needs, we ran two targeted surveys alongside initiative testing:

1. Purchase Drivers & Key Attributes: We aimed to uncover what motivates users to make a purchase and which product attributes matter most during their search. These insights allowed us to design initiatives that highlighted relevant products and optimized the browsing experience.

2. Perceived Urgency & Decision-Making: Given the limited stock of the outlet, we explored how scarcity bias affects behavior, assessing whether urgency prompts positive or negative reactions. Findings guided how we used urgency to support, not hinder, conversions.

Collecting Best Practices

One of the main challenges of the project was identifying direct competitors for Mango Outlet, as there were no businesses with a fully comparable business model.

To tackle this, I collaborated with the business team and conducted a market analysis, which helped us identify relevant players in the industry. This research allowed us to map best practices, detect sector trends, and gather strategic references that informed our design decisions.

Arquetipos de usuario Outlet

Based on the insights gathered, we defined two primary user archetypes for Mango Outlet: the hybrid user and the pure outlet user. We observed that both archetypes could exhibit different behaviors between promotional and non-promotional periods, depending on the country or time of year. Despite these variations, we discovered that all users shared the same visit intentions (price, promotions, and quality) and purchase drivers (discounts, availability, social proof, personalization, and findability)

CUSTOMIZE

Problem: Mango Outlet lacks a differentiated strategy from Mango, limiting its ability to achieve expected sales targets.

Strategy: Design tailored initiatives specifically for Mango Outlet that address the unique needs and behaviors of its users.

SINERGY

Problem: Mango Outlet and Mango share the same website codebase, making it difficult to implement distinct experiences.

Strategy: Ensure solutions that enable differentiated initiatives while maintaining a scalable and efficient shared architecture.