Subscriptions Redesign
Case study
·
4 Min Read
Project Snapshot
Goal
Replace Oriflame’s legacy “Buy 3, Get 1 Free” subscription with a modern recurring model that improved clarity, flexibility, and retention
Role
UX/UI Designer
SCOPE
Checkout flow, subscription setup, and post‑purchase management
Market
55+ Oriflame markets. MVP in Czechia and Spain
Impact
500+ new subscriptions in the first month of MVP
Context
Oriflame sells over 1 billion SEK annually across 55+ markets. While known for beauty products, it also offers a line of wellness supplements. A legacy subscription model of Buy 3, get 1 free lacked long-term retention and engagement.
After receiving their bonus item, most users cancelled. The setup was confusing, inflexible, and difficult to manage post-purchase.
To address this, we introduced a standard recurring subscription model with predictable delivery intervals, stronger UX incentives, and a clearer path to habit formation.
Who we designed for
Casual Shopper
Casual shoppers buy wellness products occasionally and want clear value without feeling locked in.
Brand Partner
Brand Partners are resellers who place multiple orders per month as part of their business. They expect predictable delivery and flexible management tools.
What did I do?
User Research
Wireframing
Copywriting
High Fidelity Prototype
Visual Design
I worked on the UX from research to delivery. My role included framing problems using data and interviews, mapping logic together with product and solution experts, and designing flows and high-fidelity screens. I focused mainly on the checkout flow, post-purchase journeys, subscription management, and edge cases such as payment failures and out-of-stock events.
What we learned
Medallia
Google Analytics
Power BI Reports
User Interviews
Think-Aloud Test
Benchmark
People didn’t feel in control. The value came too late in the flow. Subscription management was hidden and inconsistent. Benchmarks from leading e‑commerce brands reinforced that clarity and flexibility are baseline expectations.
Too many steps. I didn’t understand what I signed up for — User, Romania
I cancelled after my last free product — User, Poland
Waiting three purchases to see value is too slow — User, UK
The legacy Buy 3, get 1 free subscription model required heavy explanation from both the company and Brand Partners. In the UK market (first image), a detailed article was used to explain the benefits, while the product page (middle image) had little to no subscription messaging. The last image shows a cluttered bag view with some subscription management features, but it’s unclear and poorly integrated.
Key decisions
Price, delivery frequency, and commitment terms were made visible before checkout, so there were no surprises.
Users do not separate routine and occasional purchases. The solution needed to support combining one-time purchases with ongoing subscriptions to match the shopping behavior.
Pause, delay, and cancel options were placed where people naturally look for them. Clear labelling builds trust.
Alerts for payment issues, stock changes, and expiring cards were rewritten and timed so users could fix problems quickly.
Feature spotlight:
Combine order
Brand Partners placed multiple orders each month, leading to extra pick‑ups and delivery fees. Interviews and research showed this was common. The fix needed to be part of the main flow – allow them to combine orders.
A simple card in the shopping bag allows users to merge subscription and one‑time items into one delivery. Clear copy and one click to apply. Fewer trips for users, fewer parcels shipped, and reduced logistics costs.
Final Design
With a new subscription model we are introducing several new features
Users can now set a custom frequency for when they want to receive their subscriptions.
A new subscription manager lets users delay or cancel subscriptions. It is also where they can manage delivery addresses and payment options.
The interface uses Oriflame’s UI kit for consistency and easier updates, and is ready for WCAG 2.1 compliance.
This feature supports mainly bulk shoppers by allowing them to combine subscription and other products in one order, helping save on delivery fees.
We revamped how users are informed about soon-to-expire cards and other important communications.
One of several user journey flows designed to support the new subscription experience.
Checkout flow
Subscription manager
Combine your order
Reflection
The “Combine order” feature was not part of the original plan. It came from observing how Brand Partners shop, often placing several non-subscription orders each month. A tool was needed to reduce how often they had to pick up parcels and to help lower logistical costs for the company.
We added a simple card on the bag page that lets them merge orders for free shipping. It is a small UI change that solved a clear pain point and made the flow better reflect how these users actually shop.