Dog Subscriptions — Developing a branding and marketing strategy for dog owners who want to surprise their best friend every month.
Dog Subscriptions — Developing a branding and marketing strategy for dog owners who want to surprise their best friend every month.
Dog Subscriptions — Developing a branding and marketing strategy for dog owners who want to surprise their best friend every month.
Scope/ UX Design + Branding
Project Name/ HappyDogBox
Duration/ 3 month
Year/ 2015
/Challenge
Customers loved their first subscription box, but hated their second one.
Customers loved their first subscription box, but hated their second one.
Customers loved their first subscription box, but hated their second one.
Happy Dog Box provides a monthly subscription service designed specifically for dog owners. Although there is a landing page for placing orders, it currently lacks a comprehensive marketing strategy. Happy Dog Box also encountered difficulties in differentiating between new and returning customers.
Happy Dog Box provides a monthly subscription service designed specifically for dog owners. Although there is a landing page for placing orders, it currently lacks a comprehensive marketing strategy. Happy Dog Box also encountered difficulties in differentiating between new and returning customers.
The concept behind the initial Happy Dog Box was to include top-quality products to entice customers to return. However, challenges emerged for customers who ordered multiple boxes for their dogs over several months or those who canceled and later renewed, only to receive the same introductory box again. This resulted in dissatisfaction with the introductory model.
/research
Customers love sharing information and answering questions about their dogs.
Customers love sharing information and answering questions about their dogs.
Customers love sharing information and answering questions about their dogs.
We conducted an A/B test to compare the one-page sign-up form with the new wizard-style flow. The results showed that the wizard-style was more effective, as users found it more engaging and personalized. Participants particularly appreciated the opportunity to share details about their dogs, resulting in minimal drop-off rates during the questionnaire.
We conducted an A/B test to compare the one-page sign-up form with the new wizard-style flow. The results showed that the wizard-style was more effective, as users found it more engaging and personalized. Participants particularly appreciated the opportunity to share details about their dogs, resulting in minimal drop-off rates during the questionnaire.
I added another box the next month to my order and it was the same box.
Rica, 27 years old
The box I got was great, but it lack any design. It was just a brown box.
Jacky, 23 years old
I really love answering questions about my dog. It’s fun to build his profile on the site.
Nicky, 25 years old
/solution
Allowing customers to create profiles for their dogs simplified tracking of new vs returning or gifting customers.
Allowing customers to create profiles for their dogs simplified tracking of new vs returning or gifting customers.
Allowing customers to create profiles for their dogs simplified tracking of new vs returning or gifting customers.
We recognized the significance of having a dedicated profile page for customers to manage their dog's details and the boxes they have ordered. This allows us to categorize customers as new, returning, multi-box subscribers, or gifters, ensuring they receive the appropriate monthly box.
We recognized the significance of having a dedicated profile page for customers to manage their dog's details and the boxes they have ordered. This allows us to categorize customers as new, returning, multi-box subscribers, or gifters, ensuring they receive the appropriate monthly box.
Landing Page
The onboarding experience was on the landing page and it had a questionnaire that focus on the dog's size, age, and eating habits, which would be stored in their profile upon account creation.
www.your-website.com
www.your-website.com
www.your-website.com
www.your-website.com
Landing Page
The onboarding experience was on the landing page and it had a questionnaire that focus on the dog's size, age, and eating habits, which would be stored in their profile upon account creation.
www.your-website.com
www.your-website.com
Social Media
Featuring genuine photos of customers’ dogs happily using their Happy Dog Box has greatly improved our social media engagement and significantly increased trust in our product. We also collaborated with influencers to raise awareness.
www.your-website.com
www.your-website.com
Social Media
Featuring genuine photos of customers’ dogs happily using their Happy Dog Box has greatly improved our social media engagement and significantly increased trust in our product. We also collaborated with influencers to raise awareness.
www.your-website.com
Dashboard
Customers can now easily track their Happy Dog Boxes with provided tracking information, or they can simply add and gift additional boxes.
www.your-website.com
Dashboard
Customers can now easily track their Happy Dog Boxes with provided tracking information, or they can simply add and gift additional boxes.
www.your-website.com
Branding
Alongside the website overhaul, we redesigned the packaging to reflect a more robust branding strategy. This includes a new logo, updated printed materials, engaging social media campaigns, and branded tissue paper replacing traditional packing peanuts.
www.your-website.com
www.your-website.com
www.your-website.com
www.your-website.com
Branding
Alongside the website overhaul, we redesigned the packaging to reflect a more robust branding strategy. This includes a new logo, updated printed materials, engaging social media campaigns, and branded tissue paper replacing traditional packing peanuts.
www.your-website.com
www.your-website.com
/results
By enabling customers to personalize their orders, we achieved a 34% boost in revenue.
By enabling customers to personalize their orders, we achieved a 34% boost in revenue.
By enabling customers to personalize their orders, we achieved a 34% boost in revenue.
I gained valuable insights into the subscription industry and the challenges of launching a service from scratch. One key takeaway was that many subscription services often operate at a loss on their initial box due to significant discounts for new customers; true profitability comes from customer loyalty.
Looking ahead, we plan to enhance the wizard flow to gather more information about dog owners, allowing us to further personalize their boxes and leverage this data to improve other site features.
I gained valuable insights into the subscription industry and the challenges of launching a service from scratch. One key takeaway was that many subscription services often operate at a loss on their initial box due to significant discounts for new customers; true profitability comes from customer loyalty.
Looking ahead, we plan to enhance the wizard flow to gather more information about dog owners, allowing us to further personalize their boxes and leverage this data to improve other site features.
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