Consumer App & Retail Product, Lighthouse – projects and product features I worked on as a Product manager
1. Lighthouse Redesign, Retail Framework & Rapid User Testing
Opportunity: We lack first-hand intel on the partner experience. 86% of retail partner Dollys are created by staff or API; only 14% of Lighthouse generated Dollys are created by partners.
Goal: Field research to understand the usability of Lighthouse, get feedback on an optimized version of the platform (using a prototype) and understand if Lighthouse needs a revolution vs an evolution.
Result: Rapid contextual feedback, testing hypothesis and assumptions. Influencing the product roadmap. Features are still under development but we would hope for an increase in product adoption as a result of our efforts.
Prototype used in user testing
2. QR Codes
Opportunity: Dolly is missing out as retail shoppers might not be aware that delivery is available and/or affordable. They want delivery to be easy to set up, with no app download with an interface that they trust.
Hypothesis : Strategically placing QR Codes at select retailers will drive awareness. Including the location input sooner will reduce friction and co-branding will increase trust. Overall, this will lift conversion.
Result: Tested in 3 major stores, 40% overall conversion lift.
3. Long Range Delivery
Opportunity: Over half of the users (51%) are leaving the app because they are out of our market bounds
Hypothesis: Allowing for up to 50 miles at a premium ($2 per extra mile) will capture this lost demand and encourage drivers to take the delivery.
Result: 50x volume increase
4. AB187 Mattress Removal
Opportunity: California passed new legislation requiring those who sell a mattress to also offer mattress removal. Some partners and prospects are ill-prepared for this. The law goes into effect on Jan 1st 2021.
Goal: Find a low development cost means to support this business manually so we can gauge the size of the business and if we should support it more properly.
Result: Built the solution fast, making Dolly the first to offer haul away for California specifically for mattresses. Capitalized on conversion we would not have seen if we did not have the solution in place!
Clare Krawitz 
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