Cricut Solutions Evaluation

Background

Cricut makes cutting machines for crafters, enabling them to design projects and cut materials to be assembled for iron-on, vinyl and paper crafts.

I was hired to oversee onboarding; empowering and motivating new Members to successfully set up and make their first few projects.

Following generative research and stakeholder workshops (see Cricut Customer Journey case study) we iterated rounds of design and research, including concept evaluations, two rounds of prototype testing, and the launch of learning-oriented “Get Started” feature.

Goals

Identify high-potential solutions to improve a new Member’s experience getting set up and started.

Ensure solutions are effectively designed to maximize success once launched.

Study led to successful launch of in-app, step-by-step lessons

Approach

Concept testing
Using solutions identified in generative research and stakeholder workshops, I led concept evaluation sessions with new Members to identify and prioritize the most appealing and promising.

Prototype development
After identifying early education as a high-potential solution, we developed and tested prototypes to create design principles and an MVP learning experience.

Usability testing
Prior to launch, we conducted two rounds of usability testing to optimize the design and maximize the feature’s success.

Solutions identified in generative research and stakeholder workshops were evaluated by participants.

Insights

  • Education must span diverse use cases, as New Members begin with an idea of what they want to make and often start their journey with that project mind.

  • Having access to support, even if unused, builds confidence and trust.

  • New Members feel more successful and rewarded when learning by doing, absorbing versus memorizing steps and requirements.

  • The first project requires careful guidance due to the complexity of the steps required. Once the mental model of making is understood and a “first win” established, new Members feel more confident to branch out on their own.

  • The guided tool used to facilitate “learning by doing” was not used as anticipated but was effectively adapted based on each new Member’s unique approach to learning.

High-potential solutions were incorporated into a prototype further evaluated by new Members.

Output

  • Insights and designs for a successful education feature that included:

    • Content strategy for a lesson plan

    • Get Started section of the design app

    • Tool for in-app, step-by-step guidance

  • Results of the new feature were overwhelmingly positiive:

    • New Members who complete at least 1 lesson engage 45% more than those who do not.

    • Lesson ratings averaged 4.7 of 5.

Study resulted in a Get Started page, addressing a core new Member pain point of feeling lost once set up.