Improving UX and conversion in a redesigned subscription flow
Katie Kirk
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Posted Apr 26, 2023
Partnered with CPO to redesign the company's main acquisition flow. Process included conducting heuristic audit, wireframing, prototyping, & usability testing.
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What is the subscription flow? The subscription flow is Pretty Litter's main conversion funnel, where customer's can select the type of cat litter subscription that fits their needs and check out.
Problem: The team was looking to introduce a new 90 day litter supply as an option in the flow and encourage users to select this option. This would help reduce business shipping costs and improve margin. They were also looking to improve overall UX in the flow.
Solution:
Created a multi-step flow that improved content hierarchy, encouraged users to select the 90-day supply and allowed for up-selling. The redesigned subscription flow had an 18% increase in conversion rate with 29% of users opting into the 90-day supply and 10% of users adding food.
Redesigned mobile web subscription checkout flow
Mobile web subscription checkout flow