Improving the Post-Purchase Experience of Mighty Jaxx
Client Project
How do we keep anticipation high while waiting 6-9months for an art toy to arrive?
We designed a post-purchase campaign that streamlines product tracking, boosts app engagement with gamification and storytelling, and ultimately elevates the product's value to foster brand loyalty and repeat purchases.
Duration: 6 weeks
Role: UX Researcher
Tools: Figma, Adobe Illustrator, Zoom, Otter.ai
Group members: You Ming, Yvonne, Shin Hee, Justin, Yong Ling
Who is Mighty Jaxx?
Mighty Jaxx is Singaporean company selling art toys and blind box collectibles. Since 2012, they have been exploring different ways to allow fans of popular cultures immerse in experiences beyond toy collection. They are pioneers in creating digital NFTs for their physical toys and NFC scanning to authenticate their products which are often limited edition and exclusive.
Our team received an open brief to identify internal and external forces that could help shape the Mighty Jaxx identity and improve overall user experience.
As the team’s UX research lead, I was tasked to identify the underlying needs of both customers and the company to guide the team towards solution creation.
In addition to market research, we identified both internal and external issues through the following research process:
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We interviewed Mighty Jaxx staff to understand the production process, marketing strategies and overall company branding and vision.
We also interviewed art toy collectors to discover their motivations and pain points.
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All interviews were recorded and transcribed. All interviews were done over Zoom which allowed video recording for the team to refer to for user behaviors.
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We analysed the data using affinity mapping to identify main themes.
Problem 1: Hard to track order status
Before: Customers can only track their purchase from the Mighty Jaxx website but information only shows estimated shipping date and any delays.
Go to Mightyjaxx.com
Scroll to the bottom footer and click on shipping and tracking
Type in name of toy in search bar
Select correct product for updates on shipping date
After: Customers can track order status on the Mighty Jaxx app with time-based updates on the production process and behind-the-scenes footage.
Open Mighty Jaxx app
Select toy from homepage which will lead to the “Track Order” page
The number of steps taken to track a product reduced by 50%.
This improved user satisfaction and saved time finding what they needed.
More information in the order status reduces anxiety during the long wait.
By providing scheduled production timeline updates, users are given the impression that their toy has reached a specific production stage, regardless of the actual progress.
This strategic control over when to release production updates allows Mighty Jaxx to conceal any delays, mitigating negative user reactions while heightening anticipation for the next production stage.
Problem 2: Long waiting time
Before: Customers only receive monthly email newsletters on new releases and when their toy is scheduled for shipping. There was no news on their purchase during the 6-9 months before shipping.
After: Email updates on the production stages drive app downloads for exclusive features, rewarding users with credits and rare merchandise, enhancing their waiting experience and promotes return purchases.
Earn rewards: Periodic release of challenges let users earn credits to reduce their next purchase cost. Completing them also enters them into a draw for an autographed toy, increasing the value of their limited edition art toy.
Story building: Most art toy users enjoy sharing stories of their toy with family and friends. Building a personal narrative with the toy brings life to the character’s quirks.
Communication channels: Challenges also include polls and surveys, enabling users to share feedback and wishlists with Mighty Jaxx to enhance the user experience.
Marketing strategy: We planned a recurring marketing timeline to constantly update and communicate with users after their purchase while marketing new products and encouraging them to download the app to see other products.
Users gave an average satisfaction rating of 8.3/10 for the new app.
Design iteration
Before: Users did not know where to click to track their order after closing the pop-up banner
After: Tutorial teaches users how to access the Track Order page by clicking their toy on the homepage
Reflections
Devoting additional time to researching Mighty Jaxx's customers and staff proved to be a valuable investment, allowing us to pinpoint the most crucial issue to address. This experience enriched my understanding of the art toy industry and shed light on the immense dedication and effort required to breathe life into a character throughout the entire production journey.