My role: Lead UX Designer

Achievement: Help the company from the edge of failure to the success of sell-through rate over 99% in three months.

HappyEarth was a startup from crowdfunding in Taiwan. Their main business was selling eco-friendly hand-written notebooks. In early 2017, they made a decision: ENTER the US MARKET!

Photo Credit to HappyEarth

But they have some problems…

The co-founder, Brown Hong, discussed the products operation in the US market (launched in September) with me and had no idea why their marketing efforts were almost in vain.

This product with a strong emphasis on environmental protection was made out of recycled material. The main idea is to encourage people to reuse one-side blank paper.

The US market rescue plan

I wanted to prove the effects of UX design so that I recommended myself to be charge of the US market. The result led to me back to Asia promoting the design thinking of UX.

Step 1: Research

After in depth interviews with three native speakers, it indicated that the green life is relevant:  

  • Subjective consciousness– strongly dependent on personal belief.
  • Objective limitation– unclear instruction recycle bins and abundant printer paper

In addition, according to EPA, the US recycling rate in 2014 was only 34.6%. Compared to other countries, the US is placed the latter class.

Photo credit to EPA

However, in the context of the interview, I distilled that “DIY” is grounded in the American life. Handmade is not only to express personality but to enjoy the process.

Step 2: Change strategy 

Redefined the market landscape and focused on versatility meanwhile.  The original feature of the eco-product temporarily became a subsidiary point. 

Step 3: A/B testing

Facebook Ads targeting V.S. non-targeting

When using Facebook for targeting, here was the detail setting:

Buyer Profile: Green Living

Interests: eco-friendly

To test the performance of our targeting, I ran A/B testing, and controlled group with all the same settings (all US people). Here were the results: 

Audience_AB test (3)
Table 1. The performance of the audiences

When targeting users via our criteria, it turned out a better watch rate of ad videos and watched longer on the Canvas video. Both are contributed to a better CPC and purchase rate.

Facebook Ads eco-film V.S. versatile-film

In December 2017, our team made a new film in order to focus on the initial idea: Recycling.

I compared with other period performance. The result showed:

Audience_AB test (4)
Table 2. The performance of the film contents

Apparently, users preferred the product versatility to the eco-product even if they were considered themselves as green-living people.

Step 4: Overhauled user interface

All I wanted to do was point out the affordance of this product and set up an appropriate conceptual model for users.


There were two pivotal factors that decided the product marketing: Target audience and ads content.

Only if green-living people and the product versatility operated together would they boost the sales funnel.

The performance in three months** was

  1. Facebook ads CPC $0.13-0.25, CTR 4.5%-5.5%, CVR 5%
  2. Sell-through rate over 99%***
  3. Increased 762 Fans of English speaker; 44 fans of European non-English speakersHappyEarthfans
  4. Website page views jumped over 25 timesVeiws count

* This is my first UX project after professional trainings. Also, I fully worked independently every steps.
** The period is from Oct 15th to Jan 15th.
*** The total products imported to US market was 500 units. Except for 3 defectives, I finally sold 495 sets of products in 91 days (The end day based on Amazon inventory charge date was on Jan 15th, 2018) after optimization.

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