Thrive Market is a member-based online grocer that provides healthy and organic products at affordable prices. When I joined Thrive in 2019, there was already a pre-existing Autoship program that allowed users to to shop for groceries and opt-in to recurring deliveries for their favorite items. However, the existing experience was rarely used due to hidden entry points and poor feature communication. Usability sessions uncovered some critical pain points within the user flow that informed my redesign of the Autoship program.
Users had to know how to get to the Autoship manager, and then turn on an ambiguous toggle to enable the Autoship feature. Usability testing revealed that users were confused and not really sure how this program really worked. Legacy users had a hard time managing their recurring deliveries.
Users could add items to Autoship from the carousel below. However, since the items in this carousel were limited, it seemed like only 10 products were available for Autoship. In reality, thousands of items were available for recurring deliveries.
Users had to know how to get to a product detail page and tap a tiny checkbox hidden underneath a docked call to action in order to opt that product into Autoship. Since users were also able to add items to cart from a product landing page, getting to the product detail page where the checkbox lived was rare.
Early onboarding sketches playing with Autoshippable product kits to soften basket-building
Rethinking onboarding and subscription management
Based on user insights, we redesigned the Autoship program to simplify the customer opt-in experience and focused on creating a smart subscription manager that automatically predicted a product renewal cadence. Some of these improvements include:
An incentivized opt-in toggle that asked the user to participate in the Autoship program for all of the products in their cart prior to checkout
An easy robust subscription manager that allowed the user to edit, change, and customize their product subscriptions
A proprietary subscription algorithm that predicted when the specific customer would need to repurchase a certain product before they ran out.
Cross-platform redesign of Thrive Market’s Autoship program based on new, returning, and legacy user types
Results
This project shipped in September 2019 and rolled out to 5% of the overall site traffic as an A/B test. Early indicators show an increased rate of adoption as well as an increase of AOV. I am excited to see how users respond to this overall feature improvement as we monitor, iterate, and increase traffic to this split test.