Subscribe and Save ReFills
PROJECT OVERVIEW
Launching a Subscribe and Save Feature
reFills is a replenishment program that allows members to subscribe to their favorite products at a discounted rate, which are shipped with their subscription box. Since its launch, reFills has consistently performed well season after season.
Winter 2020 (3 mos)
Winter 2022 (3 mos)
Company
FabFitFun – inspires women’s happiness and well being through brand and product discovery
Project Duration
App and Responsive Web
My Role
Research, ideate, design, prototyping, and testing
Platform
Shipped
Teams
Retention, Product, Engineering, Data Science, Marketing, CI, Merch, CRM, CX, Operations, and Legal
Status
FabFitFun Core Membership Is About Brand and Product Discovery
THE PROBLEM AND CHALLENGE
As members discover new brands and products from the box or sale purchases, how might we make it convenient for members to replenish a past product that they now regularly use?
Increase revenue
Increase membership value
Boost member’s retention
Business Goals
GOALS
Replenish when running low
Convenient way to receive products
High discounts on products
User Goals
Are Members Interested in a Subscribe and Save Feature?
ARE WE SOLVING THE RIGHT PROBLEM
Early research shows our members had a large appetite for a subscribe and save feature. More than half of the participants were interested in subscribing to the service. 75% of members agree a replenishment perk through FabFitFun would add value to their current membership. What likely motivates users to subscribe are value, types of products, brands, and pricing.
To gauge demand, we begin testing reFills using one product category: facial moisturizers for three skin types. We experimented with Customization flow as a touchpoint to cross-sell refills. Customization is when members enroll in reFills while they customize their box for the season in a limited time window.
IDEATION
Design Strategy
Customer Delight ✨
Anticipate customers' needs before they even realize they have them
Customer engagement that is easy and fun
Design Principles
Cohesive Design
Reuse Customization components when needed
Create new UI adhere to the design system
Reduce Decision Fatigue
Designing UI with respect to customer's time in mind
Keeping product choices to a reasonable minimum
Featured Solutions
DESIGN DECISIONS
1. Touch point
We wanted to visually differentiate reFills as a standalone product. The UI was deliberately designed to reflect that yet cohesive enough to be a part of the Customization flow.
2. reFills and active reFills
We tested the prototype and iterated on having separate tabs for new and active reFills. Users can edit an existing reFills on the active tab while the Customization window is on.
3. Managing refills
When the Customization window is closed, members can view and manage their reFills on their My Box page.
4. Copy Update
When users were editing their reFills, we saw that links such as “remove” and “cancel” seemed to confuse our users. We updated the copy to either say "cancel reFills" or "reFills subscription" so that users do not confuse them with the main subscription box.
5. Our bias assumption
We initially took inspiration from Amazon’s Subscribe & Save and use “SETUP NOW” as our CTA to subscribe. The engagement was low so we tested with three other variations: “Subscribe Now”, “Subscribe & Save”, and “Start My Refill”.
The straight forward copy “Subscribe Now” had won. Interestingly, we avoided using “subscribe” in the first place assuming it would confuse our users with our main subscription offering.
Success Metrics
RESULTS
The success metrics include:
Increased member spend, LTV (lifetime value) and ARPU (Average revenue per user).
Increase retention
Due to a NDA, information on the project result is limited.
What’s Next?
LEARNINGS
reFills made a huge impact on the business, driving millions season after season and becoming a prominent value proposition for our members. We scaled the feature by expanding its reach in the ecommerce funnel, allowing members to shop conveniently for reFills without time limitations.
Thank you for reading!