Context

CONTEXT

An Australian FMCG is expanding their offering from one to several product lines. As an e-commerce platform, this expansion poses questions to both their business strategy and the web experience for their customers.

The company currently offers subscription and one-time purchases. As they expand, they needed help thinking through the best possible way to present subscription models, bundling and add-on opportunities to their customers across the three products.

Our team of three UX Designers proposed a single page application which guided users through subscription recommendations based on household size. Given the varying levels of use of each product line, some products were better suited as add-ons rather than subscription offerings.

Site Review

SITE REVIEW

A review of the client’s existing site through an expert and web analytics review determined that improvements need to be made to clean up the product and subscription information, while also needing to reinforce the client’s value.

Competitor Analysis

COMPETITORS

Companies which offer subscriptions for regular product deliveries were assessed on the following heuristics:

How products were presented
Choices offered to the customer
Subscription add-on options
Subscription user flow

This exercise influenced our recommendation to structure a step-by-step “one-product-at-a-time” subscription sign-up process. It is also key to have clear product information and detailed product images.

User Research

USER RESEARCH

The research design strove to answer the following through as-is site usability testing, user interviews and survey analysis:

Understand who the customers are and what their unique values and motivations are
Gauge how often products are used
Gain a better understanding of how and when products are used
Understand what people think about when they buy products similar to that of the client’s
Understand which facets of information they do or don’t have on hand when they make purchase decisions