Subscription Service Redesign

ABOUT

This project began with Partner VOCs. One year after launching our subscription service, we conducted an interim review and collected feedback from partners regarding their pain points. While our goal was to provide a seamless subscription experience for everyone, partners were receiving complaints about inaccurate delivery information and frequent payment failures.

Through VOC analysis and interviews, I identified the core pain points and restructured the information architecture accordingly. Specifically, I applied color-coding to each delivery status and grouped related information to ensure customers could track their status intuitively.

As a result, I reduced quarterly payment failures by over 800 cases, maximizing both user convenience and operational efficiency.

DURATION

2022, Q3

ROLE

Design Lead

TEAM

1 Product Designers

1 Product Manager

3 Engineers

Subscription Service Redesign

ABOUT

This project began with Partner VOCs. One year after launching our subscription service, we conducted an interim review and collected feedback from partners regarding their pain points. While our goal was to provide a seamless subscription experience for everyone, partners were receiving complaints about inaccurate delivery information and frequent payment failures.

Through VOC analysis and interviews, I identified the core pain points and restructured the information architecture accordingly. Specifically, I applied color-coding to each delivery status and grouped related information to ensure customers could track their status intuitively.

As a result, I reduced quarterly payment failures by over 800 cases, maximizing both user convenience and operational efficiency.

DURATION

2022, Q3

ROLE

Design Lead

TEAM

1 Product Designers

1 Product Manager

3 Engineers

Subscription Service Redesign

ABOUT

This project began with Partner VOCs. One year after launching our subscription service, we conducted an interim review and collected feedback from partners regarding their pain points. While our goal was to provide a seamless subscription experience for everyone, partners were receiving complaints about inaccurate delivery information and frequent payment failures.

Through VOC analysis and interviews, I identified the core pain points and restructured the information architecture accordingly. Specifically, I applied color-coding to each delivery status and grouped related information to ensure customers could track their status intuitively.

As a result, I reduced quarterly payment failures by over 800 cases, maximizing both user convenience and operational efficiency.

DURATION

2022, Q3

ROLE

Design Lead

TEAM

1 Product Designers

1 Product Manager

3 Engineers

What is naver

Naver is South Korea’s largest internet platform, and its mobile app serves
as the country’s most widely used gateway for search and content.
Within a single app, customers can access news, blogs, communities, shopping, and payments.

Partner Brand Interviews for Identifying Pain Points

To better understand the challenges of subscription services, we interviewed top-performing partner brands with the largest subscriber bases. Their feedback provided critical insights into key areas for improvement.

Harim · Poultry

Insufficient Delivery Updates

When product deliveries are delayed, more detailed notifications would help reduce the heavy CS workload.

Pulmuone · Green juice

Low Clarity for Older Users

Many subscribers are older customers, and without clear explanations, the process can be confusing and cause errors.

Dojebakery · Bread

Poor Error Guidance

When payment issues occur, users receive no guidance, making it difficult for them to take appropriate action.

Kwangdong · Beverages

Lack of Advance Notice

Lack of communication around subscription cancellations when products are discontinued due to low sales.

Maeil · Dairy products

Missing Order Status Alerts

When subscriptions end, there are no alerts, and scheduled orders are suddenly canceled without customers knowing.

Egg Korea · Eggs

Unnotified Subscription Expiry

Expiring subscribers get no reminders, so renewals are often forgotten or missed without advance notice.

Partner Brand Interviews for Identifying Pain Points

To better understand the challenges of subscription services, we interviewed top-performing partner brands with the largest subscriber bases. Their feedback provided critical insights into key areas for improvement.

Harim · Poultry

Insufficient Delivery Updates

When product deliveries are delayed, more detailed notifications would help reduce the heavy CS workload.

Pulmuone · Green juice

Low Clarity for Older Users

Many subscribers are older customers, and without clear explanations, the process can be confusing and cause errors.

Dojebakery · Bread

Poor Error Guidance

When payment issues occur, users receive no guidance, making it difficult for them to take appropriate action.

Kwangdong · Beverages

Lack of Advance Notice

Lack of communication around subscription cancellations when products are discontinued due to low sales.

Maeil · Dairy products

Missing Order Status Alerts

When subscriptions end, there are no alerts, and scheduled orders are suddenly canceled without customers knowing.

Egg Korea · Eggs

Unnotified Subscription Expiry

Expiring subscribers get no reminders, so renewals are often forgotten or missed without advance notice.

Partner Brand Interviews for Identifying Pain Points

To better understand the challenges of subscription services, we interviewed top-performing partner brands with the largest subscriber bases. Their feedback provided critical insights into key areas for improvement.

Harim · Poultry

Insufficient Delivery Updates

When product deliveries are delayed, more detailed notifications would help reduce the heavy CS workload.

Pulmuone · Green juice

Low Clarity for Older Users

Many subscribers are older customers, and without clear explanations, the process can be confusing and cause errors.

Dojebakery · Bread

Poor Error Guidance

When payment issues occur, users receive no guidance, making it difficult for them to take appropriate action.

Kwangdong · Beverages

Lack of Advance Notice

Lack of communication around subscription cancellations when products are discontinued due to low sales.

Maeil · Dairy products

Missing Order Status Alerts

When subscriptions end, there are no alerts, and scheduled orders are suddenly canceled without customers knowing.

Egg Korea · Eggs

Unnotified Subscription Expiry

Expiring subscribers get no reminders, so renewals are often forgotten or missed without advance notice.

Lack of Clear Information Before Purchase

Common feedback across partner interviews highlighted a significant lack of essential information.
To address this, we mapped the user journey across three key stages, identifying specific pain points at each step.

1

Shipping Information

Difficulty in verifying payment and delivery information

Shipping Information

Difficulty in verifying payment and delivery information

2

Subscription Payment

Friction in the seamless payment process

Subscription Payment

Friction in the seamless payment process

3

Delivery Schedule

Missing overall cycle schedules and related status alerts

Delivery Schedule

Missing overall cycle schedules and related status alerts

The entire process of recurring delivery

The entire process of recurring delivery

Shipping Information

Difficulty Verifying Real-Time Delivery Status

Because we couldn't track real-time logistics data, we set each delivery stage to a fixed 2-day schedule.
We chose this simplified method to give customers a predictable timeline and ensure system stability,
rather than showing unverified data. However, this meant that when actual deliveries were delayed,
the information shown to customers didn't always match reality.

Delivered

Delivered

2 days for Preparing

2 days for Preparing

2 days for Shipping

2 days for Shipping

2 days for Delivery

2 days for Delivery

Actual Status

(Customer)

Actual Status

(Customer)

Static Timeline

(Device)

Static Timeline

(Device)

Shipping

Shipping

Preparing

Preparing

UI prematurely updates to the next stage regardless of actual status

UI prematurely updates to the next stage regardless of actual status

Server-side logic: Fixed 2-day allocation for each stage

Server-side logic: Fixed 2-day allocation for each stage

Subscription Payment

Absence of Payment Failure Notifications and Guidance

Due to the lack of proactive notifications, customers found it difficult to prevent issues in advance. Issues remained undetectable until the customer visited the page, making an immediate response nearly impossible.

Out of Stock

Out of Stock

Invalid Option Selected

Invalid Option Selected

Difficulty intuitively distinguishing
the point of failure (Payment vs. Delivery stage)

Difficulty intuitively distinguishing
the point of failure (Payment vs. Delivery stage)

Billing Issue

Billing Issue

Unclear messaging regarding payment method issues

Unclear messaging regarding payment method issues

Product Deletion

Product Deletion

Absence of actionable resolution guides and alternative products

Absence of actionable resolution guides and alternative products

Lack of real-time notification and feedback systems for customers during urgent situations

Lack of real-time notification and feedback systems for customers during urgent situations

Delivery Schedule

Inability to Track the Full Delivery Cycle

When accessing the subscription settings, customers could only see information related to the current cycle.
There was no page to view the full subscription schedule — including past and upcoming cycles — making it difficult to track overall progress.

View current cycle only

View current cycle only

Hypothesis

Providing detailed information and advance alerts will reduce payment failures caused by a lack of awareness.

Key Improvements at a Glance

Shipping Information

Real-time status updates

Subscription Payment

Early alerts for potential payment failures

Delivery Schedule

Full delivery schedule view

Before

After

Shipping Information

Real-time status updates

With real-time data now available, I redesigned the tracking UI to show the delivery process in more detail.
By breaking down the journey into smaller, clear steps, I made it easier for customers to see exactly where their order is. This visual improvement removes any confusion and helps customers feel more confident and informed at every stage.

Preparing

Preparing

Payment

Payment

Shipped

Shipped

Completed

Completed

Subscription Payment

Early alerts for potential payment failures

Payment failure is a critical touchpoint in subscription services that often leads to customer churn.
I designed this system to maintain a seamless subscription experience by proactively alerting customers to potential issues before they occur and providing transparent reasons and actionable solutions when a failure happens.

In-app Messaging

Subscription Status Card

Delivery Schedule

Full delivery schedule view

I included the entire subscription process, from past usage history to upcoming delivery schedules, on a single screen. I designed it so customers can grasp the overall flow at a glance and manage it proactively, maximizing the convenience of using the service.

View full schedule

View full schedule

Reduction in Payment Failures

Out of stock

Out of stock

Invalid Option Selected

Invalid Option Selected

Billing Issue

Billing Issue

Product Deletion

Product Deletion

Total

Q1

375

557

75

12

1,019

Q2

255

874

84

18

1,231

Released on August 29, 2022

Q3

247

362

40

10

659

1

~46% Reduction in Payment Failures

Since the late-August release, the number of payment failure cases has dropped by over 570,
significantly improving transaction stability.

2

Hypothesis Validated

Providing detailed information and proactive alerts effectively prevented negative customer experiences, demonstrating a strong business impact by reducing potential friction during checkout.

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