Eneba subscription

As the product designer, I helped shape a subscription experience aimed at boosting user retention and repurchase rates. Over six months, I worked on research, wireframes, prototypes, and user testing to craft a seamless and value-driven solution.

Figuring out the target user

I created a user journey map based on existing user personas developed within the company to understand how users would react to a subscription.

This process helped identify key motivations, potential barriers, and moments where the subscription could provide real value.

Testing interest through early access

To validate the idea and measure real interest, I designed an early-access landing page focused on getting a grasp of potential demand for the subscription.

Within just a few weeks, over 6,000 users signed up — a strong indicator that the feature resonated with our audience and had potential.

Designing the final landing page

After the successful early-access campaign, I designed the main landing page to introduce the subscription, highlight its benefits, and guide users through activation. The goal was to create a clear, engaging, and trustworthy experience that encouraged users to explore the feature with confidence.

Designing a clear purchase card

To showcase the subscription on the product page, I explored several purchase card layouts to communicate its benefits clearly without disrupting the existing design.

After some iterations, the final version integrated the offer seamlessly into the purchase flow — highlighting the value of subscribing while keeping the experience clean and intuitive.

Expanding the subscription ecosystem

Beyond the landing and product pages, I designed supporting elements to create a consistent subscription experience, including email communications and subtle visual teasers to engage users.

In the user account area, I built a subscription management section where users could view payment details, renewal dates, status, monthly discounts, and easily cancel if needed—giving them full control and visibility.

Results and learnings

The subscription feature ran for about two months and offered valuable insights into user behavior, engagement, and business impact. In the end, it wasn’t quite the success we or the users had hoped for — while the average order value rose by around 26%, the discounts outweighed the revenue gained.

Still, the project proved invaluable. It guided the company toward developing a more sustainable loyalty program and reminded me of the importance of validating ideas early, learning from real user data, and treating every iteration as a chance to design more user-centered solutions.