BACKGROUND
Thesis (takethesis.com) is a nootropic (cognitive enhancer) brand based in NYC. I joined as an independent contractor with the goal of integrating generative AI to improve conversion rates.
PROBLEM
Each customer has unique lifestyle factors, biological traits, and cognitive goals—but the current purchase experience is one-size-fits-all. This generic approach limits its effectiveness.
HYPOTHESIS
Tailoring the experience based on customer profiles will lead to higher conversion rates.
IMPLEMENTATION
Remix, Hydrogen, Oxygen, AWS
Problem 1: Ingredient Quiz Flow
HYPOTHESIS
Freeform input reveals personal pain points that can guide tailored suggestions. By connecting pain points to outcomes and solutions through product education, we boost awareness of both user needs and nootropic benefits. Generative AI was used to generate follow-up copy directly tied to each user’s described pain point.
RESULT
- +6% purchase conversion
- -5% quiz completion
The added friction of freeform input lowered quiz completion but increased purchase intent among completers, who were more informed and better qualified to buy.
