Subscription service renewal
About a year after launching the subscription service, we redesigned the service page based on feedback from partner brands. Although the service aimed to offer a seamless subscription experience, customers often encountered negative moments — struggling to find key information and facing frequent payment failures. This project was initiated to resolve those issues and improve the overall customer experience.
Identifying Customer Pain Points and Defining the Problem
Through VOC and interviews with partner brands, I gained a clear understanding of the challenges they and their customers were facing. These insights helped define the core problem and set a focused direction for the redesign.
Improving information delivery
I prioritized the structure and hierarchy of information to ensure clarity, then paired it with visual elements that made complex details easier to digest and act on.
Visualizing Delivery Status
To make delivery status more intuitive, I applied color coding and grouped related information in a structured layout. This allowed customers to quickly grasp the current status and easily track past or upcoming deliveries.
YEAR
2022
DURATION
3 months
TEAM
1 Designer
1 PM
3 Engineers
COMPANY
Naver
Key Highlight
Identifying Customer Pain Points and
Addressing Them Through Structured Information
Problem
A Project Driven by Partner Brand Needs
To better understand subscription challenges, we conducted interviews with
top-performing partner brands — those with the highest number of subscribers.
Maeil · Dairy products
When discontinuing the sale of a subscription product,
it is necessary to notify customers that their scheduled orders will be canceled.
Kwang dong · Beverages
It would be helpful to include details in the subscription payment notification message
about which benefits were applied to determine the final price.
Pulmuone · Greenjuice
For green juice subscriptions, many customers are older. A feature that provides
clear and detailed explanations of the subscription process would be helpful for older customers.
Dojebakery · Bread
When adding new product options, it would be beneficial to have an notification service for subscribers.
This would save significant time for the CS team.
Egg Korea · Egg
When a subscription is about to end, a message reminding customers of the option to renew would be helpful.
Additionally, it would be great if modifying subscription options were made easier.
root cause
Lack of Clear Information Before Purchase
User interviews revealed that the subscription process lacked sufficient information prior to purchase. To better understand the experience, we broke down the service into three key stages and identified customer experience issues at each step.
AS IS
Overview
Difficulty Verifying Real-Time Delivery Status
Frequent Payment Failures
Limited Visibility into the Full Delivery Cycle
Shipping Information
Difficulty Verifying Real-Time Delivery Status
Customers could see the expected delivery date, but it was based on a fixed cycle
rather than real-time updates. This often led to confusion, especially when deliveries were
delayed or already completed, as the status was not updated promptly.
Recurring Payment
Frequent Payment Failures
There were no proactive measures in place to prevent payment failures, even when they were predictable. On top of that, the resolution process for customers was often complicated and unclear.
Delivery Cycle Notice
Limited Visibility into the Full Delivery Cycle
Previously, even when accessing the subscription list or settings, customers could only see information related to the current cycle.
There was no dedicated page to view the full delivery schedule — including past and upcoming cycles — making it difficult to track overall progress.
Hypothesis
Improving payment and delivery notifications will help streamline the subscription experience for customers
Shipping Information
Providing Real-Time Updates Based on Delivery Status
Customers can easily track their payment, delivery, and cycle information in one place.
The order status is updated in real time, clearly indicating whether an order is expected,
completed, or failed.
Recurring Payment
Send Notifications in Advance
When Payment Failures Are Anticipated
When a payment failure is anticipated, there's an opportunity to prevent it.
We notify the customer in advance, clearly explaining the reason for the issue and providing steps to resolve it.
Payment Failure Notice
(Sent at 11 AM, Two Days Before Payment Date)
Notice of expected payment failure and guidance for resolution
Delivery Cycle Notice
Full Delivery Schedule at a Glance
We used to show only the current cycle, but now customers can view the entire delivery schedule in one place — making it easier to plan ahead.
TOBE
View Full Screen
Customers can view the full list of the subscriptions in the Scbscriptions tab on MY page.
Providing Real-Time Updates
Based on Delivery Status
Send Notifications in Advance
When Payment Failures Are Anticipated
Full Delivery Schedule at a Glance
impact
Reduction in Payment Failures
We observed a significant decrease in subscription failures.
Failures caused by predictable issues—such as product quality concerns, out-of-stock items, and discontinued products—were all notably reduced.
To maintain this trend, we regularly conduct interviews with partner brands and monitor key failure metrics. Moving forward, we plan to further improve the subscription experience by enhancing both the payment and delivery processes.
-587
Purchase Failures
(Released after Q2)
Q1
Q2
Q3
1,456
1,663
829