We requested access to JLab’s online purchasers dataset to further analyze trends among users, as our initial insights were limited to the Brand Analysis Survey.
This would enable me to substantiate our customer journey map with real data and develop a strategy to convert in-store buyers to JLab.com purchasers.
03 Data Segmentation
With access to 100,000+ purchasers, we needed a plan to organize this data into comprehensible categories.
And so we brainstormed a lot...
but here were our finalized categories:
What are the most purchased items (Tiktok vs Website)? What is the most popular color purchased?The average number of items purchased per customer? Percentage of orders with a discount? Different discount amount vs percentage of purchases?
Order Price
Repeat Customer
Seasonal Trends
Purchase Time
Order Price
01
Top Products for Orders between $20 and $40
Go Air Pop and Mini are the most popular
Solution:
Recommend product by region or past order values to retain customers
Epic Sport ANC and Studio Pro are the most popular
Coastal regions have higher average order prices and inland regions have lower average order prices
Top Products for Orders greater than $60
Average JLab Website Order Price by Region in San Diego
Seasonal Trends
03
04
Number of orders peak at October 2024
Number of orders peak at November 2022
Solution:
Strategically introduce more promotional sales during non-holiday months, especially when there are dips
Purchase Time
Number of Orders Over Time
Average Value per Order Over Time
Number of orders peak at October 2024
Foam Tips and Go Air Pop are consistently popular
Earbuds Mini is popular during the holidays
Solution:
Introduce a product bundle of Go Air Pop and accessories like Foam Tips & Implement “Blackout” sale for Black Friday or Color specific weeks for promotion
Nov - December (Top 5 Products)
January - Oct (Top 5 Products)
Our Final Journey Map
Iterations of the Map
The second deliverable was to create a Customer Journey Map highlighting key touch points and pain points for purchasers. Now that I had insights derived from the online purchaser set, I could successfully develop marketing strategy solutions. Before we had the online purchaser set, the first few iterations of the Customer Journey Map were based on brands our team were familar with and the Brand Analysis Survey.
04 Customer Journey Map
Our finalized data-driven Customer Journey Map detailing digital and in-person strategies to build brand loyalty.
Designed with the help of many coffees
Ann Yang
Top 5 Products for Repeat Purchasers
Distr. of Time Differences between Purchases
Go Air Pop black is the most popular for repeat customers
Solution:
Implement a Go Air Pop → Go Air Sport or JBuds mini cycle
Additional Info: 18.3% of customers are repeat purchasers (JLab.com)
Short time window for repeat purchases → Low Retention Rate
Repeat Customer
02
My team and I at Demo Day, where we presented our project to 250+ attendees, including stakeholders and industry professionals.
To Wrap it Up
The second deliverable was to create a Customer Journey Map highlighting key touch points and pain points for purchasers. Now that I had insights derived from the online purchaser set, I could successfully develop marketing strategy solutions.
05 Solutions
Advertise JLab.com products based on average order price per region. For instance, Go Air Pop and JBuds Mini are more popular for lower priced orders, and the Epic ANC, Studio Pro, and Work Buds emerge for higher priced orders.
Implement promotional sales during non-holiday months to generate consistent revenue. Introduce new products during holidays (considering JBuds Mini success), and Incorporate additional “add-ons.”
To Promote Brand Awareness
Converting In-Person to JLab.com Purchasers
For Customer Retention
Develop product cycles for popular products such as the Go Air series to keep customers returning to their favorite products. Send follow up emails quickly and make a strong first impression.
Update email flows on Klaviyo based on customer segmentation, use geographic, customer data to target specific audiences.
Implement Changes
Monitor Progress
Continue collecting and analyze data to measure before and after changes. Iterate and improve strategies based on effect of changes.
Next Steps
Reflection
This was a wonderful first experience working with a company, as I gained invaluable skills in
user-experience research, data analysis, and customer journey mapping. I found it fascinating seeing how my teammates’ distinct skills merged together in our project (for instance, our Biology major teammate consistently brought in unique perspectives). Caitlin, the company representative, was also exceptionally supportive and helpful as we eased into the rhythm of work.
Furthermore, the i4x program helped me place what I’ve learned in the classroom into a professional context while collaborating with other students. The program also enrolled us in an Essentials of Entrepreneurship course, teaching us fundamental business concepts such as intellectual property, business modeling, and design thinking.
A huge thank you to my team and JLab for making this a memorable and educational experience!
ROLE
Product Strategy Intern
TIMELINE
January - June 2024
SKILLS
Marketing Strategy,
Data Analysis
TOOLS
Excel, Figjam, Canva,
Shopify
Through the i4x Entrepreneurship Program at UCSD, I was partnered up with five other students.
Over the course of six months, my team and I strategized solutions aimed to →
combat an overwhelming number of one-time purchasers and identify areas for brand growth.
Excel Workbook with 100,000+ purchases segmented into 4 categories for marketing analysis
Developed a Customer Journey Map outlining important touch points in purchasing headphones
Final Presentation summarizing key-findings and proposals to enhance brand awareness
Overview
Outcomes (TLDR Version)
Let’s dive in
JLAB
Converting one-time purchasers into loyal customers through data analysis
Personal electronics company based in Carlsbad, California specializing in earbuds and headphones.
A quick table
of contents
05
Solutions
04
Customer Journey Map
03
Data Segmentation
02
College Student Survey
01
Brand Survey Analysis
Insights
JLab sent our team a completed Brand Analysis survey conducted in July 30 to extract insights regarding general technology usage and purchasing behavior. From the following data, we reached several preliminary conclusions to guide our project.
I identified that one JLab’s main challenges was brand awareness, specifically in the “Awareness” stage of the customer journey. “JLab” was only mentioned unprompted by 26 out of 1000 people. With these insights in mind, we decided to explore brand growth strategies with a clearer understanding on the scope of the project.
While JLab products are durable and affordable, they lack consumer awareness and the brand reputation needed to compete with larger corporations. Our team believed that honing in on a niche and creating memorable customer experience could curate a more loyal and engaged customer base.
JLab suffers from low awareness (2.6% unaided)
TAKEAWAY 1
TAKEAWAY 2
TAKEAWAY 3
Users prioritize “Value for Money” as an important reason for purchasing
Online reviews and family recommendations are crucial in helping users decide whether to purchase a product
01 Brand Survey Analysis
At this point, our team realized that we needed qualitative data on the consumer purchasing process. We created a 10-question survey which we sent out which we sent as a Google Form to college students.
What factors make you stay with a brand or buy again?
Do you prefer to purchase headphones online or in person? Why?
“The longeivty of product. The Brand’s reputation. The style of the product. Price.”
“Purchase online because it is easier to find and use discounts.”
“Cross-check website and Amazon to see which is cheaper.”
“I prefer to begin searching for my headphones online and go in-store to see the physical product and observe its quality...”
“Durability, Price, Style”
“If it’s a good quality product, if the product is trendy and has hype around it, if there are discounts by the brand.”
What factors drive students to purchase certain brands?
What factors drive students to purchase certain brands?
HYPOTHESIS TESTED
What are effective methods to improve awareness?
DEMOGRAPHICS
18-24 Year Olds
INTERVIEWED
12 Students
02 College Student Survey
Durability and Quality are the main buying factors for students
Affordability is not a driving force for second time purchases
+
+
+
Influencer recommendations are effective
INSIGHTS
Define unique JLab features such as their customer-curated designs
Redefine JLab’s brand from Affordability to Quality
Explore influencer partnerships that match JLab’s style
SOLUTIONS
QUESTIONS AND REPLIES
We requested access to JLab’s online purchasers dataset to further analyze trends among users, as our initial insights were limited to the Brand Analysis Survey.
This would enable me to substantiate our customer journey map with real data and develop a strategy to convert in-store buyers to JLab.com purchasers.
03 Data Segmentation
With access to 100,000+ purchasers, we needed a plan to organize this data into comprehensible categories.
And so we brainstormed a lot...
but here were our finalized categories:
What are the most purchased items (Tiktok vs Website)? What is the most popular color purchased?The average number of items purchased per customer? Percentage of orders with a discount? Different discount amount vs percentage of purchases?
Order Price
Repeat Customer
Seasonal Trends
Purchase Time
Order Price
01
Top Products for Orders between $20 and $40
Top 5 Products for Repeat Purchasers
Distr. of Time Differences between Purchases
Go Air Pop and Mini are the most popular
Go Air Pop black is the most popular for repeat customers
Solution:
Recommend product by region or past order values to retain customers
Solution:
Implement a Go Air Pop → Go Air Sport or JBuds mini cycle
Additional Info: 18.3% of customers are repeat purchasers (JLab.com)
Short time window for repeat purchases → Low Retention Rate
Epic Sport ANC and Studio Pro are the most popular
Coastal regions have higher average order prices and inland regions have lower average order prices
Top Products for Orders greater than $60
Average JLab Website Order Price by Region in San Diego
Repeat Customer
02
Seasonal Trends
03
04
Number of orders peak at October 2024
Number of orders peak at November 2022
Solution:
Strategically introduce more promotional sales during non-holiday months, especially when there are dips
Purchase Time
Number of Orders Over Time
Average Value per Order Over Time
Number of orders peak at October 2024
Foam Tips and Go Air Pop are consistently popular
Earbuds Mini is popular during the holidays
Solution:
Introduce a product bundle of Go Air Pop and accessories like Foam Tips & Implement “Blackout” sale for Black Friday or Color specific weeks for promotion
Nov - December (Top 5 Products)
January - Oct (Top 5 Products)
Designed with the help of many coffees
Ann Yang
Our Final Journey Map
Iterations of the Map
The second deliverable was to create a Customer Journey Map highlighting key touch points and pain points for purchasers. Now that I had insights derived from the online purchaser set, I could successfully develop marketing strategy solutions. Before we had the online purchaser set, the first few iterations of the Customer Journey Map were based on brands our team were familar with and the Brand Analysis Survey.
04 Customer Journey Map
Our finalized data-driven Customer Journey Map detailing digital and in-person strategies to build brand loyalty.
My team and I at Demo Day, where we presented our project to 250+ attendees, including stakeholders and industry professionals.
To Wrap it Up
The second deliverable was to create a Customer Journey Map highlighting key touch points and pain points for purchasers. Now that I had insights derived from the online purchaser set, I could successfully develop marketing strategy solutions.
05 Solutions
Advertise JLab.com products based on average order price per region. For instance, Go Air Pop and JBuds Mini are more popular for lower priced orders, and the Epic ANC, Studio Pro, and Work Buds emerge for higher priced orders.
Implement promotional sales during non-holiday months to generate consistent revenue. Introduce new products during holidays (considering JBuds Mini success), and Incorporate additional “add-ons.”
To Promote Brand Awareness
Converting In-Person to JLab.com Purchasers
For Customer Retention
Develop product cycles for popular products such as the Go Air series to keep customers returning to their favorite products. Send follow up emails quickly and make a strong first impression.
Update email flows on Klaviyo based on customer segmentation, use geographic, customer data to target specific audiences.
Implement Changes
Monitor Progress
Continue collecting and analyze data to measure before and after changes. Iterate and improve strategies based on effect of changes.
Next Steps
Reflection
This was a wonderful first experience working with a company, as I gained invaluable skills in
user-experience research, data analysis, and customer journey mapping. I found it fascinating seeing how my teammates’ distinct skills merged together in our project (for instance, our Biology major teammate consistently brought in unique perspectives). Caitlin, the company representative, was also exceptionally supportive and helpful as we eased into the rhythm of work.
Furthermore, the i4x program helped me place what I’ve learned in the classroom into a professional context while collaborating with other students. The program also enrolled us in an Essentials of Entrepreneurship course, teaching us fundamental business concepts such as intellectual property, business modeling, and design thinking.
A huge thank you to my team and JLab for making this a memorable and educational experience!