Subscriptions

Results

For research, I did benchmarking to gather insights in order to create the best experience for our users. User flows and wireframes were also created to get an idea of the holistic ecosystem surrounding this new experience and how it will integrate into our current eComm experience. I met with an internal team of stakeholders in order to gather the business requirements. It's always a dance to marry the business requirements with what you believe and know to be the best experience for users and how they will access and use a tool like this. You don't want it to be too busy and salesy but also having too few features can hinder its adaptability by users.

The Challenge

The business sales team brought this project to me in order to drive more sales through recurring orders. Similarly to a lot of retailers are now moving to subscription models for everyday items they need and also for business owners selling products to customers. The other big challenge here was the lack of user access. I was unable to obtain volunteers to aid in research insights.

Research & Insights

Design Approach

Step 1 - Ideation: I hand sketched many initial layouts initially.

Step 2 - User flows: I took screenshots of possible entry points to this new tool to gather insights into how someone would come in throughout the site. From this, I created a user flow diagram outlining the ecosystem.

Step 3 - Wireframes and Prototypes: Wireframes were created to get a baseline of the layout of each page.

Step 4 - High-Fidelity UI: Amway utilizes a design system. So most of the styling is in line with the overall design system. This particular project was end-to-end so I had to create new cards, summaries, etc to get our required elements on the screen. A lot of these elements were not present in our design system. This is why design systems need to be fluid to add to them over time.

Step 5 - Collaboration & Delivery: Throughout each step, I worked with the business team, stakeholders, and developers to deliver the final designs and page assets for development.

After the development of this Subscription tool, we were able to increase sales through consistent repeating purchases by 22%. This new tool for our users was well received and we had great feedback.

Benchmarking Artifacts

Benchmarking other companies that are already doing a subscription model was imperative to understand best industry practices.

Business Requirements & User Flow

Wireframes

Dashboard / List Management Page / Create Subscription Wizard

Lists Dashboard - Final UI

Subscription Management Page - Final UI

Create a Subscription Wizard - Final UI