Skills: UX research, MVP A/B testing, CRO optimisation, prototyping, product design, product management, roadmap planning, sprint planning, backlog grooming
Squad: Donna Moffatt (Product Lead)
James Davies (Lead Engineer)
Hemma Paramabuddhi (Senior Backend Engineer)
Lee Zhao (Senior Backend Engineer)
Valentin Cohere (Frontend Engineer)
Scott Mullins (SEO & Content Manager)
Website: www.petculture.com.au
PetCulture was founded by Woolies and PetSure back in July 2019. It established itself as a go-to website for pet lovers in Australia. From premium pet food, toys, and accessories to health and wellness products, the website offers a curated selection that reflects a deep understanding of pets' requirements. Moreover, we went beyond retail by providing valuable educational resources and peace of mind, including expert on call 24/7 Vet Chat service, training tips, and health-related information.
The squads main focus revolved around the Auto-Delivery product. This product operated on a subscription-based model, enabling customers to receive their high-quality pet food via automated deliveries, conveniently arriving at their doorstep according to their chosen schedule. Additionally, we developed an Auto-Delivery management platform that empowered customers to easily modify their subscription orders. This platform allowed for actions such as skipping deliveries, rescheduling orders, adjusting quantities, and making other necessary changes.
Our operational approach was organised into distinct work streams, encompassing Auto-Delivery, BAU, tech dept, and testing. At the onset of each quarter, our team would convene to evaluate the outcomes of the previous Objectives and Key Results (OKRs). This involved a comprehensive analysis of the features launched during the preceding quarter, tracking their progress and performance. We delved into customer feedback garnered from sources such as Hot Jar, customer support discussions, and NPS data. This rich input guided us in shaping the new OKRs for the upcoming quarter.
Incorporating collaborative brainstorming, we conducted Ideation sessions to generate innovative concepts for new features and enhancements to existing ones. These ideas were inspired by sources like competitive analysis, customer feedback, and feature evaluations. A crucial criterion was that these ideas harmonised with our new OKRs. Systematically, we assessed the ideas, prioritising them from high to low and gauging the level of effort required for implementation. Once refined, these concepts were translated into actionable items, forming the basis for our backlog of tasks.
I played a pivotal role in the development of the Auto-Delivery product from its inception, building it from the ground up. This product has proven to be highly successful, generating up to 20K in revenue each day.
Our conversion rate remains consistently strong at 5%, showcasing the effectiveness of the Auto-Delivery offering.
Additionally, we have achieved impressive customer adoption, with an average of 50-60% of customers signing up for Auto-Delivery during their initial purchase with us.
Our weekly churn rate remained consistent at 2.5% over the last quarter.