Ivan VasilevDigital Product Director
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ScentbirdSenior product managerNew York · 2018–2020

Improving retention at a fragrance subscription

Managed two product teams at a YC-alumni startup to improve user retention through an ML-based fragrance recommender, mobile app launch, and information architecture overhaul.

Focus

User retention, recommendation systems, and mobile experience

+50%Recommender engagement
~1,600Monthly churn reduction
+20%Task success rate
Overview

The challenge

Scentbird is a fragrance subscription service that sends monthly samples. I joined with an existing product and most design decisions were affected by legacy constraints.

How do you help users discover and select fragrances online—without being able to smell them? This fundamental challenge shaped every product decision.

01 Projects

Work

iOS & Android

Native mobile app

Recognized the need for a native mobile app to enhance user experience tailored to device form factors and to redesign specific user stories from scratch.

  • Oversaw the app design from concept to launch
  • Recruited initial users for testing and feedback
  • Focused first iteration on improving the shipping queue experience for existing users
Outcome

Received very positive initial response. A few months post-launch, handed off maintenance to a dedicated team to focus on the fragrance recommender.

Native mobile app
Main page redesign

Modular information architecture

The Main page for authorized users is a pivotal element of the app. Designed a modular approach where sections are automatically rearranged, hidden, or shown based on user goals.

  • Introduced upcoming shipments section (reduced churn by ~1,800 users monthly)
  • Added popular notes section (became one of the most visited areas)
  • Created consolidated promotions section for better monetization
  • Prioritized mobile experience (90% of users accessed via mobile)
Outcome

Reduced recurring shipping address issues by 38% and improved success rate of core user stories by 20%.

Modular information architecture
Web experience

Mobile navigation redesign

Analyzed customer support reports and identified issues that could be fixed by improving website navigation.

  • Conducted onsite user interviews and card sorting
  • Collaborated with designers and illustrators on prototypes
  • Tested multiple iterations before development
  • Ran complex A/B test over three months accounting for different user types
Outcome

Streamlined problematic user tasks with 20% increase in task success rate.

Product display

Large product card design

Aimed to assist users in making more informed choices when selecting fragrances to try.

  • Interviewed power users to understand usage habits
  • Designed large product cards to display all essential information
  • Made a controversial decision that paid off
Outcome

50% rise in products that new users added for trial, boosting retention and lifetime value.

See 1893 reviews
Black Orchid
Tom Ford
Pomegranate
Vanilla
Peony
Patchouli
Musk
Black Orchid is opulent and classically dark; its fragrance is in line with the best creations of the best perfume houses. A luxurious and sensual fragrance with a rich, dark trace of black orchid and spices, it is modern and timeless. It remains to be said that Black Orchid is long lasting and with a widespread aura. Read more
Add to queue
See 137 reviews
The One
Dolce & Gabbana
Pomegranate
Vanilla
Peony
Patchouli
Musk
The One is a contemporary and graceful fragrance that embodies the spirit of modern femininity. The top notes of tuberose and jasmine create a floral and enchanting opening, while the heart notes of Rangoon creeper add a touch of exotic allure. The scent settles into a base of sandalwood and vanilla, leaving a trail of elegance and charm. Read more
Add to queue
See 579 reviews
Moschino Funny!
Moschino
Vanilla
Pomegranate
Peony
Patchouli
Moschino Funny! Is an uplifting perfume by Moschino launched at the end of spring 2007. It is a floral-fruity funny fragrance for young girls. The composition opens with red currants, spicy orange and pink pepper. The heart notes are green tea, jasmine, peony and violet, and the base unites cedar, amber and musk. It is a day-time-use perfume, captured in 25ml, 50ml, and 100ml bottles, and coming with accompanying products – body lotion, shower gel, deodorant. The perfume was created by Antoine Maisondieu. Read more
Add to queue
Discovery feature

Themed collections

The number of products users planned to try correlated with retention and LTV. Envisioned collections as a way for users to add multiple items with one click.

  • Launched 12 themed collections within weeks
  • Each collection built around a specific idea or theme
  • Users could add entire collections to their queue
Outcome

Became one of the top-3 sources for users adding products to their queue within a few months.

Themed collections
Core feature overhaul

ML-based fragrance recommender

Leveraged extensive user preferences and a vast database of ratings, coupled with machine learning techniques, to provide accurate fragrance recommendations.

  • Worked on the UI/UX for recommendation display
  • Processed and prepared data for model training
  • Collaborated with data science team on model development
  • Similar approach to Netflix content suggestions, tailored for perfumes
Outcome

Increased engagement by 50% and improved customer lifetime value.

+50%Engagement
ImprovedLTV
ML-based fragrance recommender