Gift subscription journey
Gift subscription journey
This project focuses on improving a key gift subscription flow.
By refining the UX and UI, we increased user engagement across the funnel.
The changes were validated through A/B testing.
Gift subscription journey
When data showed a major drop-off in our gift subscription flow, we set out to redesign the experience and it led us to reconsider the idea that shorter always means better in funnel design.
Product
Designer
Figma, AB Testing
Contentsquare
1,5-month
timeline
E-commerce
Conversion funnel
Product Designer
UX • UI • Flows
Figma, A/B Testing
Contentsquare
Understanding where
user struggled
Understanding where user struggled
User feedback showed that the setup step was confusing and unclear. Many users didn’t understand who would receive the email or what their options were.
“I don’t understand who will receive the email, me or the recipient?”
“I think it's confusing”
“I don’t understand who will receive the email, me or the recipient?”
“I don’t understand who will receive the email, me or the recipient?”
“I'm not sure, what are my options?”
Mapping the issue
across the journey
Data and user feedback revealed the issue. The journey map helped make it visible and align the team on where to focus.
Data and user feedback revealed the issue. The journey map helped make it visible and align the team on where to focus.
Breaking a complex step
into simpler actions
Breaking a complex step into simpler actions
One complex step was split into two simpler ones.
This added an extra step to the funnel, which was a conscious risk.
One complex step was split into two simpler ones. This added an extra step to the funnel, which was a conscious risk.
Designing the updated flow
The updated flow was translated into high-fidelity mockups using the existing design system.
The updated flow was translated into high-fidelity mockups using the existing design system.
Validating the changes
through A/B Testing
Validating the changes through
A/B Testing
An A/B test was run to compare the new flow with the original one. The new variation performed better in terms of engagement and was rolled out.
An A/B test was run to compare the new flow with the original one. The new variation performed better in terms of engagement and was rolled out.
Interested in working together?
I’d love to hear from you.
Get in touch
Interested in working together?
I’d love to hear from you.
Get in touch
Interested in working together?
I’d love to hear from you.
Get in touch