Redefining dairy subscription
Bringing flexible, self-service subscriptions to a dairy e-commerce brand
0->1 mobile app and web | Live
The client's ask: Digitize dairy subscriptions
A $300M premium Indian dairy brand wanted to add e-commerce features to their website and app, shifting from a call-based subscription process to an online system for buying or subscribing to their products.
Impact: Scaled design, e-commerce subscription and growth channels
I designed a full self-service subscription model, integrating flexible order management and retention strategies.
288x
increase in avg order completion time (from 2 days to 10 minutes).
6%
uptick in complete orders since Dec ‘23 launch (as of Jul ‘24).
100K+ users and 4.3/5 stars
for the mobile app on Google Play Store.
jump to solution
Overview:
Duration
6 months (2022-2023)
6 months (2022-2023)
Tools
Figma + Figjam, GSuite
Collaborators (5)
UX designer: Ak (me)
PM, 2 Developers, Operations Executive, Marketer, Founder
My contributions
Alignment (design reviews, workshops)
Discover (competitive analysis, UX audit)
Ideate (wireframes, design system)
Prototype (hi-fi)
Implement (QA reviews)
The problem
The client wanted to increase milk subscriptions, but...
They had three completely disconnected systems.
Users had to browse on one platform, order on another, and call support for any order changes, which led to:
01
Annoyed customers as they had to jump between platforms and rely on support.
02
Too much manual work—the business handled all subscription requests and changes, making scaling hard.
Mapping subscription journey for a first-time user: Registration + checkout + order management
So, for phase one, the goal was to make platforms fully independent, so customers can manage everything online, without relying on support teams.
Ideation and design
The digital platforms had to make it easy for people to subscribe to milk, but...
Subscribing to milk involves tooooooo many decisions.
In India, milk is a staple and most households buy it daily. I needed to design a simple subscription flow, but structuring it was tricky as users had to decide everything upfront, making it feel rigid and hard to commit to.
UI iterations for flexible subscriptions
Alternate and custom subscriptions in mobile app and web
Subscriptions were set, but milk needs weren’t—yet users couldn’t adjust.
Once an order was placed, users had no way to adjust it to their changing milk needs. The business feared easy changes would lead to cancellations, but app reviews showed users just wanted flexibility. So, I designed post-order controls that gave users freedom while keeping business goals in check.
Analyzed mobile app reviews
Post-order controls that let users pause, modify, or request cancellations
Once ordering was easy, it was time to make subscriptions stick.
The client wanted retention features like loyalty rewards, gift cards, and referrals. My role was determining where and how users interacted with them, placing rewards and offers at key moments like checkout and signing up. This made them easy to find and use, reinforcing the value of staying subscribed without extra effort.
Loyalty, rewards, and offers system (website and app) built from scratch
Impact in numbers
The website and app launched in Dec ‘23, showing that...
Users finally have control, and the business has the foundation to grow.
This revamp transformed a manual, resource-heavy process into a fully digital, self-service system. The business can now refine and expand retention strategies and scale without operational bottlenecks.
Before:
Users relied on calls, subscriptions were manual, and retention was low.
After:
84% fewer support calls, 6% more completed orders, and a scalable system for future growth.
What the users had to say
The next steps would be to fix issues and continue improving subscriptions
With the system live, the focus is on resolving user-reported issues and making subscriptions easier to manage.
01
Make subscriptions easier to update
Identify friction points in user data to improve how users modify and pause plans.
02
Fix account and payment issues
Review error logs and session data to address login failures and payment errors.
