The main objective of the redesign is to transform the product subscription service. Custdev proved that the first interface version was not totally comprehensible for users: they were not familiar with the subscription options, and there were no explanations provided on the actual website. The subscription calendar was not clear enough and had a "single use" design according to users.
Google Analytics data showed that about 70 % of users leave the website at the checkout stage and don't make a purchase. Using the analytical data, our designers have completely transformed the subscription interface, making it more comprehensible, and singled out its three main stages: frequency, day and time of delivery.
In order to remove all customers doubts associated with a new subscription service, we decided to improve the website by adding separate pages about the Subscription and Delivery services where added the answers to frequently asked questions and helped remove all clients' concerns.