Elizandra Mazuco

KitchenAid - Subscriptions

OBJECTIVE

  • Reduce cancellations.

OUTCOME

AB TEST 

  • -53.2% Cancellations.
  • There was a statistically significant lift in Water Filter subscription Orders that started with a click on the subscription program banner.
  • Specific to mobile, there were higher water filter orders; this coincides with the exponential increase in Mobile Explore clicks.
  • +34,6% Water Filter orders in mobile. 
  • +36,4% Water Filter subscriptions in mobile.


Because this solution was so successful, it was applied to the following brands: Whirlpool, KitchenAid, and Maytag.

SOLUTIONS

  • Used the empty state to show the subscription benefits.
  • Enhanced hierarchy.
  • Important information is visible.
  • A new section for history is shown inside all subscriptions, including for cancelled items.
  • Before cancelling, we are offering the option to reschedule the shipment.

PROCESS

  • Objective definition.
  • Competitor and retailer benchmarking.
  • Opportunity and solution tree.
  • Heatmap and Google Analytics data evaluation.
  • Check Baymard recommendations.
  • Design exploration to define structure.
  • Wireframe.
  • Mid-fi designs.
  • Mobile version.
  • Prototype (Desktop and Mobile).
  • Tests:
    • Scenarios and scope definition.
    • A/B Tests.
    • User Interviews.
  • WCAG Adjustments.
  • UX Writing.
  • Final Design.
  • Handoff.

BEFORE and AFATER

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For more information and to see the complete Figma working file, contact me.

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