Prior to Curology's retail launch at Target in December of 2022, I identified a missing opportunity to purposefully convert retail customers to our Rx subscription. I surfaced this opportunity to the VP of Brand, and with their partnership my team lead a cross-functional design sprint to ideate on the solution. The core focus was on how to exceed our original organic Rx conversion forecasts from this new retail channel. The effort included creating a new cross-functional partnership between the digital and physical product teams, that previously hadn't existed. This cross-functional team built a deep understanding of the target retail customer leveraging Consumer Insights data, collectively identified opportunities for converting these customers, then rapidly tested these new hypotheses via UX Research. The end result was key updates to the physical package design before print lockdown 3 months prior to retail launch, and the creation of a robust landing page experience with custom Calls to Action (CTA) focused on subscription conversion tied to email campaign follow-ups.

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Results​

• 17% conversion rate for the experience, a +3% increase over Curology's main DTC purchasing funnel

• +63% of new retail DTC subscriptions attributed to this digital experience

• 2023 forecast expected to be ~2 million organic DTC subscriptions driven by this digital experience increasing revenue by +$4 million in 2023