Overview
This project focused on helping a brand of frozen e-commerce food shift its distribution strategy from supermarkets to a successful direct-to-consumer channel, while establishing it as a premium product.
The main efforts were focused on improving conversion and overall user experience, as well as brand alignment with a premium product.
Problem
Although the platform offered attractive subscription benefits (discounts, free delivery, flexible cancellation), users struggled to understand the difference between one-time purchases and subscriptions, often activating subscriptions unintentionally. The subscription option triggered a pop-up, but the rest of the journey remained identical to a one-time purchase, masking the long-term commitment.
This resulted in:
- Customers canceling subscriptions immediately after purchase
- Many support requests from users surprised by recurring charges and deliveries
- Customers exploiting benefits like free delivery
- Misalignment between business goals and customer intent
Discovery
Research with potential customers and a heuristic review of the existing platform showed that:
- Customers didn’t fully understand the subscription model
- UI inconsistencies and unclear system feedback increased cognitive load
- The interface failed to reflect the premium quality of the product, weakening brand perception.
Strategy
We approached the problem by aligning business goals, a clear customer journey, and brand positioning.
The redesign focused on:
- Making the subscription benefits and consequences explicit throughout the journey
- Clearly differentiating subscription and one-time purchase paths
- Introducing a premium visual system inspired by established luxury brands
- Improving system feedback, copy clarity, and component consistency
Expected Impact
- Fewer unintended subscriptions and cancellations
- Reduced support requests
- Increased trust in the brand’s digital experience
- Stronger alignment between premium product positioning and UI quality