The opportunity

How might we encourage low-effort, confident decisions?

Subscription flows often look like this:

Unconvincing & pushy

Pushes commitment before trust is built

Too vague

No clear reason to subscribe now

And this is how I want to help:

Make subscribing feel like the easy, feel-good choice

Instead of pressure, I focused on subtle nudges and clarity so users can feel control and autonomy

Research and discovery

Crafting a subscription flow strategy

Quip, Billie, and Native - Competitive Analysis. Blurred for confidentiality.

Supported by my product design team, I ran a competitive analysis of top DTC bodycare brands to identify proven subscription flow patterns that boost conversion and reduce friction

Choosing high-impact patterns that drive checkout

Pre-selected option

How it shows up: Re-Q's recommended option is auto-selected

Impact: Cuts decision fatigue, faster opt-in, nudges users to subscribing

Social proof

How it shows up: “Most popular” label

Impact: Increases buyer confidence, builds brand trust

Emotional storytelling

How it shows up: Share what makes Re-Qs special; Re-Qs are both sustainable and hygienic

Impact: Builds trust and drives buy-in through value-driven messaging

I designed a streamlined flow that guides users toward the right plan, reduces bounce, and encourages quick decisions without second-guessing

The subscription entrypoint

First impressions shape trust and follow-through

Iterative design variations

To guide team alignment, I shared branded entrypoint patterns that revealed how visual hierarchy affects decision-making ease

  • Track A

    Confirmed default with CTA

    Pre-selection + CTA

    Good for: Driving follow-through, reducing abandonment

    Not great for: Lengthy browsing

    Chosen to build

    Track B

    Equal weight choice

    Neutral choice architecture

    Good for: Exploration

    Not great for: Nudging, users are left unguided

    Doesn't align with subscription goals

  • Track C

    Visually weighted option

    Visual emphasis

    Good for: Suggesting best choice

    Not great for: Driving follow-through

    Doesn't align with subscription goals

After matching trends through competitive analysis, the team strategically aligned with 'Confirmed default with CTA'

It made the decision feel easier without adding pressure, ideal for users still building a habit

Track A

Confirmed default with CTA

Pre-selection + CTA

Good for: Driving follow-through, reducing abandonment

Not great for: Lengthy browsing

Design highlights

The safety of familiar touchpoints

Header and navbar

2 frames

A familiar layout and value-first banner to reinforce trust and highlight subscription benefits upfront

Header and navbar

2 frames

A familiar layout and value-first banner to reinforce trust and highlight subscription benefits upfront

Header and navbar

2 frames

A familiar layout and value-first banner to reinforce trust and highlight subscription benefits upfront

Checkout UI

4 frames

Simplified the checkout with clear payment hierarchy and guided input styles that feel familiar

Checkout UI

4 frames

Simplified the checkout with clear payment hierarchy and guided input styles that feel familiar

Checkout UI

4 frames

Simplified the checkout with clear payment hierarchy and guided input styles that feel familiar

Final screens

The final subscription flow ↓

Final screens

The final subscription flow ↓

Final screens

The final subscription flow ↓

See the impact in small touches. Gentle celebrations of Re-Q's eco‑friendly mission baked right into the cart

Different and exciting options. Customize with ease. Swapping colors feels flexible, fun, and fresh

Visual emphasis and smart defaults. Popular choices are already selected, so buyers can act quickly or tweak as needed

First impressions that feel personal. Clear card layouts help users choose the right kit at a glance

The outcome

Making subscriptions stick

Faster, easier checkout

Streamlined layout helped users complete the subscription flow faster and feel effortless

Builds user confidence

Honest messaging and content built trust, helping users feel more assured during checkout

Faster, easier checkout

Streamlined layout helped users complete the subscription flow faster and feel effortless

Builds user confidence

Honest messaging and content built trust, helping users feel more assured during checkout

Usability tested with 11 participants. This subscription flow demonstrated clear guidance with 82% users completing checkout

Next steps

What I'd do moving forward

Test alternative pricing display

Experiment with clearer subscription breakdowns or benefit-forward language to reduce drop-off

Expand personalization options

Let users feel seen by surfacing contextual, low-effort ways to tailor their experience

Explore community-driven features

Add shared routines or reviews to deepen trust and reinforce commitment

Test alternative pricing display

Experiment with clearer subscription breakdowns or benefit-forward language to reduce drop-off

Expand personalization options

Let users feel seen by surfacing contextual, low-effort ways to tailor their experience

Explore community-driven features

Add shared routines or reviews to deepen trust and reinforce commitment

Credits and special thanks

This case study focuses on the subscription flow. The rest of the project is confidential, but I'd like to give a

special thanks to my team for collaboration on the design strategy, and research as part of the full project!

Another special thanks to our professors who advised and supported us throughout the process:

This case study focuses on the subscription flow. The rest of the project is confidential, but I'd like to give a special thanks to my team for collaboration on the design strategy, and research as part of the full project! Another special thanks to our professors who advised and supported us throughout the process:

This case study focuses on the subscription flow. The rest of the project is confidential, but I'd like to give a special thanks to my team for collaboration on the design strategy, and research as part of the full project! Another special thanks to our professors who advised and supported us throughout the process:

Professors

Casey Judge

Edan McDevitt

Product Design Team

Aatmann P.

Chaemin L.

Rebekah L.

Next

Case Studies

WEX Business Payments - Notification Feature

Groundid - Self-help Mobile App

Netflix - Explore and Relax Mode Feature

Résumé

LinkedIn

© 2025 Olivia Suki Wu

Made with enough lattes

Probably in Stars Hollow

Résumé

LinkedIn

© 2025 Olivia Suki Wu

Made with enough lattes

Probably in Stars Hollow

Résumé

LinkedIn

© 2025 Olivia Suki Wu

Made with enough lattes

Probably in Stars Hollow