Data-Backed Design Helped a Personalized Supplement Service to Boost Conversions and Order Value

Strategy

Usability Testing Helped Target the Best Design Opportunities

We worked with the Gainful team to redesign their subscription flow including the landing screen, quiz, results, checkout, and subscription management. To start the project we had a handful of hypotheses about why the site wasn’t converting, but we needed input from real protein consumers.

We ran a baseline usability test with new protein consumers to learn where to streamline the subscription flow. In addition to usability issues, we learned potential customers didn’t understand how the product was personalized, couldn’t find key product information, and didn’t understand how the products were flavored.

Designing with Purpose

Optimizing the Subscription Flow With A/B Testing

Equipped with insights from the usability test, we got to work. We collaborated with the team to update messaging to better communicate the personalization, quality, science behind the product, and variety in flavors.

We optimized the quiz to be mobile-friendly and remove usability issues. Each screen of the quiz was designed to demonstrate how their answers contributed to their personalized results.The results screen did the heavy lifting of explaining the protein powder, demonstrating how it was personalized, and introducing a set of new products for a complete supplement system.

We designed 3 different flows to get from the results screen to checkout. This strategy allowed the team to A/B test the different flows and evaluate which one converted the best with real customers. Each design reinforced Gainful’s unique value and built confidence around the product with reviews, a happiness guarantee, and easy-to-find instructions and ingredients.

Finally, we redesigned the account management experience to make it easy for customers to update and manage their subscription. Gainful observed that some customers canceled after the first order, presumably so they weren’t stuck in a subscription. That insight drove a cancellation flow that was easy, but also made it easy to resubscribe after a period of time. The order management platform is designed so Gainful could introduce new products as they grew, and customers can easily buy add-ons.

Outcomes

Demonstrating personalization

When we conducted usability testing with the new design, there was no confusion about how the protein is personalized, and potential customers can easily find information that they are hunting for. After our engagement, Gainful saw increased clickthrough rate and conversion. Average order value doubled as customers added products to their subscriptions. We continue to work with Gainful to help them expand their offering and optimize their customer experience within their subscription platform.