THE DOLLAR SHAVE CLUB
Subscription Process Redesign
UX RESEARCH | DATA ANALYSIS | UX/UI DESIGN
Role: UX Designer/Researcher
Duration: 3 weeks
OVERVIEW
Dollar Shave Club (DSC) revolutionized the grooming industry with a subscription-based model, offering affordable and convenient shaving and personal care products. Under Unilever's ownership, DSC has expanded its offerings, making site navigation more complex. This project aims to simplify the user journey, creating a seamless subscription experience for new customers.
THE CHALLENGE
Objective
Streamline the subscription process on DSC’s website for a more user-friendly experience.
Problem Statement
The current process is convoluted, requiring users to navigate multiple sections to understand subscription options. This complexity discourages potential subscribers.
RESEARCH & INSIGHTS
Methodology
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Surveys: Collected quantitative data on user preferences.
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Empathy Mapping: Gained insights into user emotions and behaviors.
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SWOT Analysis: Identified DSC’s strengths, weaknesses, opportunities, and threats.
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Customer Journey Mapping: Detailed the stages of the user journey from awareness to advocacy.
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Persona Development: Created representative user profiles.
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Wireframing & Prototyping: Designed and tested wireframes and prototypes.
KEY FINDINGS
Survey Results
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80% prefer in-store purchases for razor blades.
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20% are open to subscription services.
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60% buy shaving aids and skincare products with razors; 40% do so occasionally.
Insight
Bundling products and simplifying the subscription process can drive higher engagement and sales.
DESIGN SOLUTIONS
Lo-fi Wireframes
Initial sketches showcasing a simplified homepage with a clear "Get Started" CTA, guiding users through the subscription options.
Hi-fi Wireframes
High-fidelity designs demonstrating the visual layout of the homepage, subscription options, and checkout process.
Interactive Prototype
A step-by-step interactive prototype showcasing the user journey from the homepage to the checkout page. The flow ensures users can easily navigate through subscription choices and complete their purchase smoothly.
DETAILED DESIGN PROCESS
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Homepage Redesign
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Cormorant Garamond is a classic font with a modern twist. It's easy to read on screens of every shape and size, and perfect for long blocks of text.
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Prominent "Get Started" CTA.
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Streamlined navigation to subscription options.
2. Subscription Flow
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Simplified steps for selecting subscription plans.
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Visual cues to guide users through the process.
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Integration of user feedback to refine the journey.
3. Usability Testing
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Conducted with representative users.
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Iterative improvements based on feedback.
DELIVERABLES
Lo-fi Wireframes
Hi-fi Wireframes
Prototype
Customer Journey Map
A detailed map illustrating the five stages of the customer journey:
Each stage outlines user actions, goals, expectations, potential problems, and opportunities for improvement.
Personas
Detailed personas representing typical DSC customers, highlighting their needs, pain points, and motivations.
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TAKEAWAYS
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Product Bundling: Offering bundles with shaving aids and skincare products can enhance revenue.
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Environmental Considerations: Addressing these can attract eco-conscious customers.
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Quality Assurance: Ensuring high product quality with guarantees or trials can boost customer retention.
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User-Friendly Design: Simplified, intuitive designs improve user engagement and satisfaction.
FINAL THOUGHTS
The DSC Subscription Experience Enhancement project underscores the value of user-centric design in creating seamless online experiences. By addressing user pain points and integrating feedback, the redesigned subscription process aims to boost customer satisfaction and drive higher engagement.
MORE CASES
