Problem: How do you better engage users in their subscription plans to both keep them on their supplement schedule and to improve retention?

Intro

While AutoShip (subscription) accounts generate 22% of SAN revenue and AutoShip users spend 3 times more than single purchase users, the team saw that our subscription plan had a high churn rate due to inconsistencies in our pricing structure as well as offers that vary from product to product. Ultimately, the company was losing out on an additional $1.2 million due to paused subscriptions and failed payment authorizations. While there were some obvious MVP’s right out of the gate from initial research, it was clear that we needed a better understanding of a subscription-specific purchase journey. I moved forward with mapping out how users would work through a subscription purchase as well as a revised site map with specific injections of subscription benefits.

User Journey Map

In building out a hypothetical user journey for a subscription purchase, I was able to discern a few functional and emotional requirements in order to pave a solid groundwork for the future designs.

Suggested Site Map

Currently, the majority of AutoShip awareness lies in the PDP’s. There was a noticeable opportunity to broaden exposure to subscription benefits across the site, so a majority of the improvements in the new sitemap involve injecting more instances in specific areas (homepage, header, cart, etc.).

Iterations: Subscription Management

 Current Subscription Management Redesign

For the final, I restructured the main page to be more delivery oriented rather than product by product. Any changes a user makes to a subscription are handled in either side drawers (desktop) or bottom drawers (mobile) to allow more focus for that pathway.

On the issue of frictionless self-management, I reworked the frequency selections to be open buttons; prior AB testing showed open buttons performed significantly higher than dropdowns, plus gamifying subscription management improved user engagement and aided in retention.

Cancellation reasons were also built in an open button format to keep in line with the project’s UI, plus a soft warning block was added to let users know they might lose their current savings if they were grandfathered into better savings from prior to this project’s build.

“Save the Sale” options are built for cancellation reasons based off of timing (taking a break, don’t take everyday, etc.) to give users the option of pushing out their delivery dates while still maintaining their current savings.

Interactions

PDP: Subscriptions

With a more uniformed savings structure put in place, I wanted to carry over the gamification aspects built out in management to again promote user engagement earlier on in the purchasing funnel. Since single purchases are very much still an option on the site, the main question became how to both promote subscriptions ahead of single purchases and how to handle a differing savings structure on single purchases vs. subscriptions.

Iterations: Subscriptions on PDP

Current PDP Redesign

The final PDP follows suit with the same UI from the subscription management. PDP’s would default on an AutoShip selection so users can see the savings structure at work.