Subscriptions Storefront

Defining and executing the subscription customer facing experience vision

Position

Product Designer
VTEX, 2020

Timeline

4 months

Responsibilities

Interface Design
Experience Design
Research & Insights
Design Strategy
Web/Mobile Design
Stakeholder Mgmt.

Embracing new business possibilities

Positive complexity

VTEX clients have voiced a clear desire for our system to accommodate a more diverse array of subscription business models. Emphasizing flexibility and adaptability, clients were willing to explore varied billing cycles, introduce new product bundling strategies, and customize subscription plans.

Enterprise retailers frequently provide diverse selling opportunities to their clients, and because of that, we designed our systems for maximum scalability, offering robust capabilities to facilitate rapid growth and ambitious aspirations.

The system started to support three business models:

Box or Curation
Curated deliveries of products based on customer preferences.

Replenishment
Regular shipments of essential products at set intervals.

Membership or Access
Regular fees for membership perks like discounts or access to exclusive products, services, or content.

Subscription checkout

Unlike traditional e-commerce checkouts where customers make one-time purchases, a subscription checkout is tailored to facilitate recurring transactions.

The checkout flow emphasizes simplicity and clarity, as the goal is to create a seamless experience for users committing to regular, ongoing payments. This specialized process aims to streamline the enrollment of customers into subscription services while ensuring a positive and user-friendly interaction.

Managing with complete visibility and control

Contextual smart tracking

An advanced and technologically enhanced system that provides real-time and detailed information about the status and location of packages during the whole process.

Unlike traditional tracking systems, smart tracking leverages cutting-edge technologies such as GPS, RFID, or IoT devices to offer a more accurate and dynamic tracking experience.

Customers can receive instant updates on their orders, including the current location, estimated delivery time, and any potential delays. Additionally, smart tracking may incorporate features like notifications, allowing customers to receive alerts via mobile apps or emails, enhancing transparency and reducing uncertainty.

In essence, smart tracking in e-commerce provides a more intelligent and responsive way for shoppers to monitor and manage the delivery lifecycle.

Anything just one-click away

With a comprehensive listing, customers have a clear overview of all active subscriptions, providing transparency and easy access to pertinent details. The inclusion of smart tracking ensures real-time updates on the status and location of deliveries, offering a proactive and dynamic approach to monitoring.

To further enhance the user experience, robust settings allow for effortless customization, putting control directly in the hands of the shopper. This holistic approach not only simplifies subscription management but also instills confidence and peace of mind, making the entire process seamless and user-friendly.

“[...] It's impressive what this team has built in such a short time. We are extremely satisfied with the new subscription offerings and I'm positive this is the beginning of something really exciting for our partnership.”

Business Director @ Cobasi

Outcomes

Business & Product metrics

30+

Retailers in 1st year

89%

Customer satisfaction

$10mi+

Gross profit growth in 1st year

29%

Churn rate reduction

154%

Customer LTV reduction

32%

Conversion rate growth

Team

The success of a product is intrinsically tied to the strength of the team behind its development and implementation.

Clear communication, shared goals, and a supportive environment enabled the team to overcome challenges and iterate on ideas. Moreover, a united team is better equipped to navigate the complexities of product development.

Thank you, team. You're the best.

—

Product Manager: Cris David
Engineers: Felipe Sales, Lucas Schlee, Gustavo Melim