Flower Subscription Product

Overview

One of the Bouqs' key business arms is our Subscription service. We were the first online flower company to offer a product like it in the space, and it continues to be a massive revenue driver even after the flow became outdated and buggy from an experience standpoint. One of my main focuses when I joined to company was to spearhead the re-design of our Regular Deliveries Subscriptions and our Special Occasions Service (more like a reminder service). 

Challenges

This is the type of product that seems straight forward on first glance, but is remarkably complex when you start peeling back the layers. The biggest challenge here was balancing business needs ('We need this needs to be designed and developed fast'; 'Let's just get it to work'; 'All products must be evergreen'; 'We need to make money') with user needs ('I want to save money'; 'This needs to be easy to create and manage'; 'I want to be able to customize my subscription to fit my needs.')

The solution was a straight forward and intuitive mobile-first experience with every interaction designed with our user in mind. 

Manage Subscription

Similar to the newly re-vamped Create Subscription flow, the manage subscription portal was in dire shape when I was onboarded to The Bouqs. I even created a Subscription for myself shortly after joining the company, but when I went to edit the flowers that were being sent out in my first delivery, I had to ask one of my co-workers to show me how to do it - the interface was extremely unintuitive. The majority of our Subscription users are relatively tech-savvy, but I started to question whether or not this was a correlation or in fact a causation based on the complex experience. 

Challenges

Once again, balancing user needs with that of stakeholder and business. This portal required extensive user research to understand what the expected features of this portal should be from a user's point of view, and most importantly, why? What I discovered was that, unsurprisingly, our high LTV subscription customer's expected a lot out of this product. They wanted control on an individual delivery basis to edit recipient information, choose specific flowers, change sizes, add messages, and more. The final interface design delivers this ease of customization from an individual delivery basis and also on a master edit subscription level. This design is also seamlessly married to a transactional email series that keeps Subscribers in the loop on upcoming deliveries.