Bringing modern web design & no-code to life
VetBox: Optimised Subscription Flow
Dr. Will Woodley, a veterinary surgeon, is the founder of VetBox. His aim is to enhance pet welfare by offering owners an easier way to ensure the health of their animals. VetBox ensures that each box's contents are handpicked by a qualified vet. The project's objective was to enhance and simplify the sign-up / subscription process, making it more personalised for users.
.jpg)
Challenge: As a subscription-based business, VetBox's success hinges on its active subscriber base. The goal is to revamp the subscription page with the objective of achieving a significant uplift rate increase of over 42%.
Based on our findings we established a series of questions that helped to design a better experience.
Opportunities:
- How might we enhance the subscription experience to make it more seamless and user-friendly?
- How might we effectively communicate trust and reliability to users during the subscription process, ensuring they feel confident in their decision to subscribe?
Discover and Define
Subscription and user pain points
User interviews revealed common issues in subscribing to the pet health package: difficulty in choosing the right option, overwhelming form fields, lack of real-time feedback, and data security concerns. Simplifying the selection process, streamlining the subscription page, and enhancing data security transparency are necessary to improve user experience and increase subscription rates.
.jpg)
Analysing the existing subscription website
In our mobile-first approach, we meticulously analyse the existing website, with a particular emphasis on pinpointing areas of concern. These may encompass difficulties like infinite scrolling on compact mobile screens, the lack of trust indicators, and an excessive number of steps, among other challenges, like use of colour palette, contrast, etc.
Based on the existing flow and incorporating all the suggestions and recommendations for enhancing the user experience, we've devised the following revised flow.
To simplify the onboarding experience, we carefully considered the sequence of tasks, ensuring that each step logically followed the previous one. By breaking down the configuration process into manageable chunks, users were able to focus on one task at a time, minimising cognitive load and preventing information overload.
Ideate
Enhancing the VetBox User Experience
We condensed information into easily digestible blocks, allowing users to quickly find what they need, also avoiding an infinite scroll, which was one of the pain points for the users. We've provided a choice: users can delve into details or jump straight into the subscription flow. Our focus is on simplifying the user experience while respecting individual preferences and efficiency.
In our second set of wireframes for the subscription flow, we've introduced a progress bar for user orientation and adopted a storytelling style to guide and engage users through the process, keeping users informed and engaged along the way.
Design
Refining the user interface
It was time to unify the user interface elements to ensure a consistent and engaging journey for our users.
By adhering to our design principles of being "Trustworthy, Friendly, and Approachable" and implementing a conversational experience, we fostered a deeper connection between the user and the product. This design approach resulted in clearer instructions, improved utilisation of white space, and infused a sense of friendliness and approachability through subtle animations and illustrations.
Welcome flow
Main screens flow
.jpg)