Building trust with savings
Led design for lifetime savings with Subscribe & Save. Implemented in India and USA, increasing retention by 23%.
Subscriptions without value
Only 12% of subscriptions stayed active beyond 4 months. High cancellations were driving up acquisition costs and made it harder to attract new sellers to the program.
I partnered with product, research, and development teams to uncover the reasons behind low retention and improve long-term engagement.
Defining success and targets
I partnered with product and analytics teams in India, the USA, and the UK to define success metrics:
• Increase retention from 12% to 30%
• Increase new subscriptions
Higher retention builds customer trust and, along with more subscriptions, strengthens program value for sellers.
Research insights
Through interviews and surveys with current and former subscribers, we uncovered key reasons for cancellations:
Unclear savings (~75%)
Subscribers weren’t sure if they were saving. Many compared prices with local stores or other platforms and found better deals.
Frequency estimation and low discount
Setting accurate delivery frequency for products was tough. Customers would cancel subscriptions since it's a hassle for a discount of only 5%.
On demand shopping
With quick commerce offering instant delivery, some customers preferred ordering as needed rather than scheduling subscriptions.
Only subscription savings in current experience
Price v/s value
Better prices and poor perceived value were the biggest reasons customers were dropping off. We decided to explore how we can fix these areas:
Price
• Price smart auto-skip
• Price cycle disclosure
• Price lock feature with fee
Value
• Lifetime savings
• Discount tier education
• Onboarding education
Working on price related solutions either compromised USPs of the program or required fundamental change the program. So we focused our efforts towards value.
Proving value of a subscription
We explored when, where, and how to highlight savings effectively.
Total savings over time
Savings milestones
Communicate via new touch points
Total savings
Manage Your Deliveries gets the highest subscriber traffic. I collaborated with Subscribe & Save’s global lead designer to introduce a savings widget here, ensuring maximum visibility before scaling it across other areas in the app.
Current Manage Your Deliveries page
Navigation inline pill
With subscriptions tab
Separate widget with illustration
Separate widget with logo
Same page expansion
Bottom sheet
Above delivery
Below delivery
Above delivery with bottom sheet expansion
How did we pick the winner?
By keeping savings above, subscribers will see value on every visit. When placed below, it can go unnoticed. This may happen for subscribers with 3+ subscriptions, as their upcoming delivery will have more items.
With delivery details
With navigation
Above delivery
Tooltip
Pop over modal
New touch points
I expanded the savings message to key touch points, including the Subscribe & Save entry point in the app, subscription cancellation flow, and autopay cancellation.
Entry point in app
Subscription cancellation
Autopay cancellation
Trust, growth, and a better program
After a 4 month experiment, we saw a significant boost in retention:
35% (+23%)
Subscriptions retained
+8%
New subscriptions
+28%
India
subscriptions retained
+21%
The USA
subscriptions retained
+20%
The UK
subscriptions retained
Building on the foundation
Now we’re building the future of Subscribe & Save by presenting it’s value to new and existing subscribers.
Potential savings
Missed savings
Savings milestones
Rewards timeline
Simplifying upgrade at Twilio
Drove the vision and design for upgrade experience.
Simpler, faster, and compliant across the globe.
Improving the new way to Autopay
Led design to improve UPI Autopay set up experience, Increasing success rate by 32%.
A new way to find gifts. Faster.
Designed a new way to identify the best gifts on Amazon. Easy, efficient and implemented in 6 other countries.
Building trust with savings
Led design for lifetime savings with Subscribe & Save. Implemented in India and USA, increasing retention by 23%.
Subscriptions without value
Only 12% of subscriptions stayed active beyond 4 months. High cancellations were driving up acquisition costs and made it harder to attract new sellers to the program.
I partnered with product, research, and development teams to uncover the reasons behind low retention and improve long-term engagement.
Defining success and targets
I partnered with product and analytics teams in India, the USA, and the UK to define success metrics:
• Increase retention from 12% to 30%
• Increase new subscriptions
Higher retention builds customer trust and, along with more subscriptions, strengthens program value for sellers.
Research insights
Through interviews and surveys with current and former subscribers, we uncovered key reasons for cancellations:
Unclear savings (~75%)
Subscribers weren’t sure if they were saving. Many compared prices with local stores or other platforms and found better deals.
Frequency estimation and low discount
Setting accurate delivery frequency for products was tough. Customers would cancel subscriptions since it’s a hassle for a discount of only 5%.
On demand shopping
With quick commerce offering instant delivery, some customers preferred ordering as needed rather than scheduling subscriptions.
Only subscription savings in current experience
Price v/s value
Better prices and poor perceived value were the biggest reasons customers were dropping off. We decided to explore how we can fix these areas:
Price
• Price smart auto-skip
• Price cycle disclosure
• Price lock feature with fee
Value
• Lifetime savings
• Discount tier education
• Onboarding education
Working on price related solutions either compromised USPs of the program or required fundamental change the program. So we focused our efforts towards value.
Proving value of a subscription
We explored when, where, and how to highlight savings effectively.
Total savings over time
Savings milestones
Communicate via new touch points
Total savings
Manage Your Deliveries gets the highest subscriber traffic. I collaborated with Subscribe & Save’s global lead designer to introduce a savings widget here, ensuring maximum visibility before scaling it across other areas in the app.
Current Manage Your Deliveries page
Navigation inline pill
With subscriptions tab
Separate widget with illustration
Separate widget with logo
Same page expansion
Bottom sheet
Above delivery
Below delivery
Above delivery with bottom sheet expansion
How did we pick the winner?
By keeping savings above, subscribers will see value on every visit. When placed below, it can go unnoticed. This may happen for subscribers with 3+ subscriptions, as their upcoming delivery will have more items.
With delivery details
With navigation
Above delivery
Tooltip
Pop over modal
New touch points
I expanded the savings message to key touch points, including the Subscribe & Save entry point in the app, subscription cancellation flow, and autopay cancellation.
Entry point in app
Subscription cancellation
Autopay cancellation
Trust, growth, and a better program
After a 4 month experiment, we saw a significant boost in retention:
35% (+23%)
Subscriptions retained
+8%
New subscriptions
+28%
India subscriptions retained
+21%
The USA subscriptions retained
+20%
The UK subscriptions retained
Building on the foundation
Now we’re building the future of Subscribe & Save by presenting it’s value to new and existing subscribers.
Potential savings
Missed savings
Savings milestones
Rewards timeline
Simplifying upgrade at Twilio
Drove the vision and design for upgrade experience. Simpler, faster, and compliant across the globe.
Improving the new way to Autopay
Led design to improve UPI Autopay set up experience, Increasing success rate by 32%.
A new way to find gifts. Faster.
Designed a new way to identify the best gifts on Amazon. Easy, efficient and implemented in 6 other countries.