Hims
Sex Quiz
Users tend to convert better once into the consultation funnel if they first complete a quiz. This project was a big design swing in an effort to beat an older quiz's performance.
View pageRole: Design engineer
Project type: Landing page
Project overview
With design being such a key pillar at Hims we always try to improve craft without sacrificing an experience's performance. I built this experience in Webflow, but it was a team effort between myself and the staff designer on the project.
Strategic context
The Hims homepage receives substantial traffic from both paid channels and organic sources, with a significant portion of visitors showing interest in ED medication. Multiple teams, including mine, continually optimize the site to enhance user experience, set appropriate expectations, and drive more qualified conversions.
During my tenure at Hims, the homepage has undergone numerous optimizations to achieve these objectives. For this project, our hypothesis was that a redesigned ED quiz experience would perform better. The entry point for this quiz is the 'Have great sex' tile on the homepage.
Design approach
The redesign aimed to offer a more premium experience, using enhanced visual elements and effects to convey our brand's premium positioning. This approach complements our expanding range of premium medications, such as innovative chews and multi-benefit options like Sex Rx and Heart Support, which combines ED meds with statins.
Additionally, the quiz was designed to better guide users through the top-of-funnel journey. It included functionality for higher-intent users to skip the quiz and directly enter the medical intake flow, while lower-intent users could take the quiz to gather more information about commonly prescribed medications, how they work, testimonials, and more.
The results
Historically, initiating users with a brief quiz before the medical intake has proven effective. The new quiz was A/B tested against a longstanding version. Unfortunately, the new quiz did not outperform the existing one. While performance was comparable, the lack of statistically significant improvement means we won’t implement the new design in the CMS.
Learning opportunities
Even unsuccessful tests provide valuable insights. Although teams like paid acquisition, landing pages, and flow optimizations work collaboratively to some extent, they often operate in silos for smaller optimizations. One hypothesis for the quiz's lackluster performance is that the improved flow was too similar to the existing one, causing user drop-off and fatigue due to repetition. While much of this work is subjective, each test and data point brings us closer to delivering the exceptional experience we strive for.
