UX Research
UX Design
Services
Arath
Client
Year
2022
This was a UX research project in the food and beverages sector, focused on developing a clean and usable subscription flow. The main goal of the stakeholders was a wireframe concept for an optimal conversion funnel.
Arath
The main challenge was to prioritize and structure the product categories and plan features. In the food industry, and especially with subscruption based business modells, there are usually a lot of equally important customization features that need to be selected by users, so ensuring a great user experience ,and optimize the conversion flow is very challenging.
Typically designers strive to minimize the steps to checkout, and create a quick and easy purchasing process for users but when dealing with a large and varied product portfolio accompanied by service add-ons, this becomes a very hard design task.
My role was to create a UX concept for the conversion-optimized subscription flow, based on competitive reseach of the two main competitors of the brand.
I started with a heuristic analysis and competitive benchmarking of the two companies' websites. My main goal was to find out how they solved the challenges we were facing. However, their business models differed from ours, because they were offering subscription plans only, and my clients wanted to offer one-time ordering, as well as subscriptions. So, I needed to do a deep dive to define the key take-aways for the next design phase
The Challenge
My Process
All Projects
I mapped out the 2 most common use cases in user flow diagrams. The research offered enough insights to start the initial ideation phase. I worked on 3 design concepts for the Homepage and the conversion flows, sketching the initial wireframes and then translating them in Figma.
My suggested solution was a clean and easy to use flow that introduces only to the most important features on the Homepage, and then gradually motivates users to go through the entire product selection & customization process.
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Onboard users
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Differentiate between the 3 most common use cases from Homepage to Checkout
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Lead in an intuitive selection and customization process
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Optimize subscription flow for conversions
The Solution
Priorities
