COCO & EVE

Task

Coco & Eve faced a typical SPF category problem: users didn’t understand which product was right for them and postponed purchase decisions. Existing pages inspired, but didn’t help users decide.

Problem

Choosing SPF is complex and unclear. Users are afraid of making the wrong choice, get overwhelmed with information, and leave without buying.

Did we even need a quiz?

We first explored alternatives: improving product pages, adding filters, CRM-based personalization.

All of them assumed users already knew what they needed. A quiz was the only format that could collect input, educate, and provide a clear recommendation at the same time.

Process

We started with a hypothesis: simplifying the decision through a short guided flow would increase conversion. We tested different structures — linear, adaptive, and hybrid — and chose a hybrid approach: a core flow with a few branching points.

Key decisions

Instead of isolating the quiz on a separate landing page, we embedded it across key entry points:
— navigation
— homepage banner
— category pages
— product pages

Results

The quiz became a core part of the funnel: users made decisions faster and converted more often. It increased SPF category conversion, boosted average order value, and reduced returns.