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IRCE 2018: How Harry’s takes on the shaving industry by putting the customer first

Michael Mace  |  May 29, 2018

Harry's, a leader in the online disruption of the shaving business, is expanding in several directions: from online-only to selling both online and in brick-and-mortar stores; from shaving-only products to expanding into personal grooming; and from US-only to having an international presence. To drive continuous product and marketing customer-centric innovation, Harry's relies on powerful human insights. Join us at IRCE on June 7 to hear more from Harry's VP of Direct-to-Consumer David Bakey and UserTesting’s VP of Product Marketing Michael Mace as they discuss lessons learned about online shoppers through capturing human insights, and the role UserTesting plays in Harry’s development process.

Key topics David will cover:

  • When it's a mistake to shorten the checkout process
  • The tradeoffs between a free offer and a discounted starter kit
  • How to use A/B tests and user studies together to produce better insights
  • When and how Harry's deploys customer research in its development process
  • Lessons learned from transitioning from online-only to retail chain distribution

During this fast-paced half-hour talk, David will feature real-world stories from his experiences at Harry's, including the redesign of their checkout process and some surprises they learned when they followed conventional wisdom on streamlining online purchases. We'll also share tips on how to conduct successful studies, and show video clips from real studies.

Join the discussion!

The talk will be at the Internet Retailer Conference and Exhibition at McCormick Place in Chicago, on June 7 at 3:15 pm. This is a great opportunity for product, marketing, and design professionals to hear directly from a senior executive on how user studies help create great customer experiences.

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About the author:

Michael Mace is the VP of Market Strategy at UserTesting and a veteran of over 25 years in the tech industry. He's held marketing and strategy roles at Apple and Palm, co-founded two startups, and has consulted for many tech industry companies.