Designed a subscription model flow that increased customer retention for
Impact
35%
increase in customer retention
Designed a flexible subscription experience that introduced
wallet and external refund logic, addressed no-balance edge cases, and improved customer retention by 35%.
24%
reduced time-to-completion
Reduced time-to-completion by 24% (~1m 04s) by optimizing
the subscription journey and removing friction across the
end-to-end experience.
16%
increase in recurring revenue
By embedding transparency, flexibility, and operational clarity into the subscription journey, the redesigned experience drove a 16% increase in recurring revenue.
Designed a subscription model flow that increased customer retention for
Impact
35%
increase in customer retention
Designed a flexible subscription experience that introduced
wallet and external refund logic, addressed no-balance edge
cases, and improved customer retention by 35%.
24%
reduced time-to-completion
Reduced time-to-completion by 24% (~1m 04s) by optimizing the subscription journey and removing friction across the end-to-end experience.
16%
increase in recurring revenue
By embedding transparency, flexibility, and operational clarity into the subscription journey, the redesigned experience drove a 16% increase in recurring revenue.
Problem Overview
User Problem
Users lacked clarity and control within the subscription experience. Ambiguity around refund handling combined with rigid plan structures made it difficult to select the right subscription type, resulting in friction and incomplete conversions.
Business Problem
The existing subscription model lacked flexibility and automation, constraining recurring revenue growth and long-term retention.
The business required a scalable subscription framework supporting daily, weekly, and custom plans with automated
wallet-based transactions.
Client
Bisleri
Platform
Mobile & Desktop B2C Application
Problem Overview
User Problem
Users lacked clarity and control within the subscription experience. Ambiguity around refund handling combined with rigid plan structures made it difficult to select the right subscription type, resulting in friction and incomplete conversions.
Business Problem
The existing subscription model lacked flexibility and automation, constraining recurring revenue growth and long-term retention. The business required a scalable subscription framework supporting daily, weekly, and custom plans with automated wallet-based transactions.
Client
Bisleri
Platform
Mobile & Desktop B2C Application
Designed a subscription model flow that increased customer retention for
Impact
35%
increase in customer retention
Designed a flexible subscription experience that introduced
wallet and external refund logic, addressed no-balance edge
cases, and improved customer retention by 35%.
24%
reduced time-to-completion
Reduced time-to-completion by 24% (~1m 04s) by optimizing the subscription journey and removing friction across the end-to-end experience.
16%
increase in recurring revenue
By embedding transparency, flexibility, and operational clarity into the subscription journey, the redesigned experience drove a
16% increase in recurring revenue.
My Approach
01 - Heuristic Evaluation
Conducted a heuristic review of the existing subscription and wallet flows to identify usability issues.
02 - User Interviews
Interviewed 6 users to understand subscription decisions and wallet/refund expectations.
03 - Behavioural Analytics
Analysed drop-off points in the existing subscription funnel and to identify patterns in session data.
04 - Usability Testing
Participants interacted with the current subscription flow to identify friction points and confusion areas.
05 - Prototype Testing
Validated the new subscription flow with wallet, refund transparency, and flexible plan controls.
06 - Design Handoff
Translated validated flows into specs and aligned with engineering for subscription, wallet, and refund logic.
Problem Overview
User Problem
Users lacked clarity and control within the subscription experience. Ambiguity around refund handling combined with rigid plan structures made it difficult to select the right subscription type, resulting in friction and incomplete conversions.
Business Problem
The existing subscription model lacked flexibility and automation, constraining recurring revenue growth and long-term retention. The business required a scalable subscription framework supporting daily, weekly, and custom plans with automated wallet-based transactions.
Client
Bisleri
Platform
Mobile & Desktop B2C Application
My Approach
My Approach
03 - Behavioural Analytics
Analysed drop-off points in the existing subscription funnel and to identify patterns in session data.
04 - Usability Testing
Participants interacted with the current subscription flow to identify friction points and confusion areas.
05 - Prototype Testing
Validated the new subscription flow with wallet, refund transparency, and flexible plan controls.
06 - Design Handoff
Translated validated flows into specs and aligned with engineering for subscription, wallet, and refund logic.
01 - Heuristic Evaluation
Conducted a heuristic review of the existing subscription and wallet flows to identify usability issues.
02 - User Interviews
Interviewed 6 users to understand subscription decisions and wallet/refund expectations.
03 - Behavioural Analytics
Analysed drop-off points in the existing subscription funnel and to identify patterns in session data.
04 - Usability Testing
Participants interacted with the current subscription flow to identify friction points and confusion areas.
05 - Prototype Testing
Validated the new subscription flow with wallet, refund transparency, and flexible plan controls.
06 - Design Handoff
Translated validated flows into specs and aligned with engineering for subscription, wallet, and refund logic.
Solution
01
Modular
Subscription
Framework
Designed a scalable subscription model supporting:
Daily
Weekly
Custom frequency plans
Each plan was structured with guided defaults to reduce cognitive load while still allowing controlled personalization. The architecture ensured compatibility with backend routing logic and recurring payment mandates.
02
Restructured
Child Order & Subscription Flow
The subscription system was built as a reusable
framework that:
Reduced redundant steps & Simplifying plan selection across child orders & subscription orders
Minimized backtracking behavior observed in usability tests
Enabled flexible features like pause, skip, or predictive scheduling
03
Subscription Cancellation Flow
along with Refund
The cancellation flow determines refund eligibility based on the original payment source.
The flow identifies active vs inactive subscriptions and calculates refund eligibility before confirming cancellation.
If the subscription amount was debited from the in-app wallet, the remaining balance is automatically refunded back to the user’s wallet.
04
Wallet Top-Up Experience
The wallet top-up experience was redesigned to support seamless subscription payments
Simplifying the wallet recharge flow, allowing users to quickly add funds when subscription payments fail or balances are low.
Enabling flexible wallet top-ups with preset amounts (₹500, ₹1000) and custom entries to ensure sufficient balance for upcoming deliveries.
Solution
01
Modular
Subscription
Framework
Designed a scalable subscription model supporting:
Daily
Weekly
Custom frequency plans
Each plan was structured with guided defaults to
reduce cognitive load while still allowing controlled personalization. The architecture ensured compatibility with backend routing logic and recurring payment mandates.
02
Restructured
Child Order & Subscription Flow
The subscription system was built as a reusable
framework that:
Reduced redundant steps & Simplifying plan selection across child orders & subscription orders
Minimized backtracking behavior observed in usability tests
Enabled flexible features like pause, skip, or predictive scheduling
03
Subscription Cancellation Flow along with Refund
The cancellation flow determines refund eligibility based on the original payment source.
The flow identifies active vs inactive subscriptions and calculates refund eligibility before confirming cancellation.
If the subscription amount was debited from the in-app wallet, the remaining balance is automatically refunded back to the user’s wallet.
04
Wallet
Top-Up Experience
The wallet top-up experience was redesigned to support seamless subscription payments
Simplifying the wallet recharge flow, allowing users to quickly add funds when subscription payments fail or balances are low.
Enabling flexible wallet top-ups with preset amounts (₹500, ₹1000) and custom entries to ensure sufficient balance for upcoming deliveries.
Solution
01
Modular Subscription
Framework
Designed a scalable subscription model supporting:
Daily
Weekly
Custom frequency plans
Each plan was structured with guided defaults to reduce cognitive load while still allowing controlled personalization. The architecture ensured compatibility with backend routing logic and recurring payment mandates.
02
Restructured
Child Order & Subscription Flow
The subscription system was built as a reusable framework that:
Reduced redundant steps & Simplifying plan selection across child orders & subscription orders
Minimized backtracking behavior observed in usability tests
Enabled flexible features like pause, skip, or predictive scheduling
03
Subscription Cancellation Flow
along with Refund
The cancellation flow determines refund eligibility based on the original payment source.
The flow identifies active vs inactive subscriptions and calculates refund eligibility before confirming cancellation.
If the subscription amount was debited from the in-app wallet, the remaining balance is automatically refunded back to the user’s wallet.
04
Wallet
Top-Up Experience
The wallet top-up experience was redesigned to support seamless subscription payments
Simplifying the wallet recharge flow, allowing users to quickly add funds when subscription payments fail or balances are low.
Enabling flexible wallet top-ups with preset amounts (₹500, ₹1000) and custom entries to ensure sufficient balance for upcoming deliveries.
Trade-Offs
Trade-Offs
Trade-Offs
Instant Activation vs Operational Stability
Instant Activation vs Operational Stability
Instant Activation vs Operational Stability
Context:
Users expect subscriptions to start immediately after confirmation, as payment is seen as the final step before access.
Context:
Users expect subscriptions
to start immediately after confirmation, as payment is seen as the final step
before access.
Context:
Users expect subscriptions to start immediately after confirmation, as payment is seen as the final step before access.
Decision:
We retained the 24-hour activation rule to ensure system reliability and prevent operational failures, allowing backend processes to complete smoothly.
Decision:
We retained the 24-hour activation rule to ensure system reliability and prevent operational failures, allowing backend processes to complete smoothly.
Trade-off:
Instant activation feels convenient, but backend sync, delivery routing, and payment setup require a 24-hour activation buffer.
Trade-off:
Instant activation feels convenient, but backend sync, delivery routing, and payment setup require a 24-hour activation buffer.
Mitigation:
Introduced proactive communication with timely updates and clear schedule previews, helping set accurate expectations.
Mitigation:
Introduced proactive communication with timely updates and clear schedule previews, helping set accurate expectations and reducing confusion.
Mitigation:
Introduced proactive communication with timely updates and clear schedule previews, helping set accurate expectations.
Flexibility vs Cognitive Overload
Flexibility vs Cognitive Overload
Flexibility vs Cognitive Overload
Context:
Users needed daily, weekly, and custom subscription options to accommodate different consumption habits and preferences.
Context:
Users needed daily, weekly, and custom subscription options to accommodate different consumption habits and preferences.
Decision:
Designed structured flexibility with guided defaults and clear plan comparisons to balance choice
and clarity.
Decision:
Designed structured flexibility with guided defaults and
clear plan comparisons
to balance choice and
clarity.
Decision:
Designed structured flexibility with guided defaults and clear plan comparisons to balance choice and clarity.
Trade-off:
Providing flexible subscription options supports adoption, but too many choices can overwhelm users, leading to hesitation and churn.
Trade-off:
Providing flexible subscription options supports adoption, but too many choices can overwhelm users, leading to hesitation and churn.
Mitigation:
Introduced simplified plan selection with guided defaults and clear comparisons to reduce cognitive load while preserving flexibility.
Mitigation:
Introduced simplified plan selection with guided defaults and clear comparisons to reduce cognitive load while preserving flexibility.
Transparency vs Conversion Optimization
Transparency vs Conversion Optimization
Transparency vs Conversion Optimization
Context:
A ₹150 refundable deposit was mandatory per jar to ensure return compliance and support reuse.
Context:
A ₹150 refundable deposit was mandatory per jar to ensure return compliance and support reuse.
Decision:
Clearly separated deposit from product pricing and labeled it as refundable upfront.
Decision:
Clearly separated deposit from product pricing and labeled it as refundable upfront.
Trade-off:
Reducing deposit visibility may improve conversion, but full transparency can add checkout friction.
Trade-off:
Reducing deposit visibility may improve conversion, but full transparency can add checkout friction.
Mitigation:
Chosen trust and expectation alignment over
short-term conversion gains.
Mitigation:
Chosen trust and expectation alignment over short-term conversion gains.
The redesigned subscription framework transformed a rigid, friction-heavy flow into a scalable and operationally aligned model that balanced flexibility, transparency, and backend feasibility. The solution reduced ambiguity, stabilized recurring revenue mechanics, and established a foundation for long-term subscription growth.
Outcome
Outcome
The redesigned subscription framework transformed a rigid, friction-heavy flow into a scalable and operationally aligned model that balanced flexibility, transparency, and backend feasibility. The solution reduced ambiguity, stabilized recurring revenue mechanics, and established a foundation for long-term subscription growth.