Eaze is an on-demand delivery service that gives patients quick, easy and professional access to medical marijuana from any connected device. For dispensary partners, their technology handles the end-to-end process (patient verification, ordering, delivery logistics and customer service). The key to Eaze's growth strategy as it rapidly expands across the country lies in understanding how customers on the demand side interact with the company and its brand. I was hired to consult as part of a team of designers and growth marketers and took part in every step of the process aside from growth marketing analysis of survey data.

My Role

• Conducted quantitative and qualitative research + data analysis

  • Mapped touchpoint inventory (quantitative)

  • Conducted user interviews across all customer segments (qualitative)

  • Analyzed + consolidated user data into validated personas (qualitative)

• Iterated + prototyped a data­-viz-­heavy customer journey map to show customer actions, motives, feelings throughout lifecycle 

• Analyzed CJM to highlight areas of opportunity for growth + customer retention for Eaze

Define: The User

Rather than map a general user's experience, we decided to visualize differences in the retention, behavior, and overall customer satisfaction across all user segments in order to unearth the most insights. We identified 3 customer segments:

• Prospective Users

• Normal Users : < 3 orders/month

• VIP Users : 3 or more orders/month

Define: Touchpoints

I took inventory of all interactions Eaze has with potential and existing patients to assess how different areas of the company work together to either enhance or diminish the patient experience across channels and stages of the lifecycle. I also collaborated with internal stakeholders to verify that the inventory comprehensively and holistically conveyed all interactions.

Quantitative Research: Survey Data

• Survey Method: Sent 30+ question survey to current Eaze patients garnering 2,300+ unique responses

• Analysis by:

  • Demographic - location, age, income, etc.

  • Behavior - hour of delivery, revenue per day, frequency, etc.

  • Users - Normal vs VIP (2 separate charts were created for each question)

• Result: Created > 120 charts that summarized overall patterns in user behaviors and preferences

The survey data & its analysis was then used to inform our user personas, the customer experience map, and areas of opportunity for Eaze.

Qualitative Research: User Interviews + Validated Personas

We interviewed 6 potential, 7 normal, and 8 VIP patients to understand behaviors around medical marijuana usage, methods for obtaining it, and user experiences with Eaze. These insights allowed us to build validated personas which captured the purchasing behavior, needs, frustrations, and preferences of each customer segment in a cogent manner.

Here's an example of our Potential User Persona:

Iterate + Prototype: How to Visualize the Data?

After brainstorming and multiple iterations in low and hi-fi, we landed on a final design for the map.

To give readers enough context before delving into user comparisons, I felt it was necessary to start by painting broad strokes of the patient's entire experience with the “Guiding Principles” and “Lifecycle Stages.” The reader gets more focused information around touch points and user actions in the "Doing" section as they move down the map. Finally, the deepest level of user emotions can be compared in the "Thinking & Feeling" section before further interpreting those differences based on the hard data in the "Quantitative Insights" section.

Findings + Recommendations

After 4 months on the project, I had become intimately familiar with all of the Eaze data and felt confident we had identified the most impactful pockets of opportunity in their customer experience. We provided Eaze with recommendations based of those findings. Here are a few that I'm permitted to disclose:

MENU

Finding:

Patients want more detailed product info when browsing Eaze’s menu.

• Only ~ 30% of patients feel very satisfied with the level of detail in product descriptions.

• Only ~ 44% of patients understand the product’s health benefits very well.

PRODUCT

Finding: 

Patients are delighted by the personal interactions they receive when visiting dispensaries and would enjoy a more customized experience on Eaze.

• Patients, particularly Normal customers, purchased medical marijuana frequently from dispensaries while also ordering with Eaze. To convert normal users into VIP's and increase retention, Eaze needs to make their service more attractive and convenient than purchasing from a dispensary to compete.

DELIVERY

Finding:

Delivery inconsistencies was a frequent user pain that heavily influenced likelihood of reordering. 

• Patients feel confusion/frustration when handoff location varies across deliveries, preferring handoff to occur at the specified delivery location (instead of from the driver’s car). 

• ~ 32% of patients experienced large inconsistencies with actual vs. quoted delivery ETA's.

• Customers who received their order with an average ETA of 20 minutes or less rated Eaze as having a higher value for the service it provides vs. deliveries with ETA’s > 20 minutes. 

Takeaways + Next Steps

This is a particularly critical juncture in the medical marijuana history, where staying on pulse with your customer's needs may make the difference between becoming a leader in the industry, or getting left in the dust. A Customer Journey Map is a powerful tool that keeps the user top of mind across all facets of the org and highlights opportunity gaps in the customer experience, serving as a compass for business development.

Final Recommendations:

• Eaze should continuously update their Demand-Side CJM as the company scales and evolves.

• Next, Eaze should map the Supply side of the business (made of partners and drivers). It's important to explore their interactions with Eaze's technology and patients, especially to gain visibility on the all-important touchpoint, delivery. 

Return to Home