Over several months, I executed a series of UX optimizations and enhancements for Firstleaf, a wine subscription service and e-commerce platform. These efforts were divided into two key focus areas:
- Subscription Experience Enhancements
- Streamlining account management and member portal usability.
- Redesigning the cancel flow to reduce churn and improve retention.
- Improved transparency and ease of use for members.
- E-Commerce Store Optimizations
- Overhauling the search functionality and filter experience for better product discovery.
- Redesigning product detail pages (PDPs) to improve engagement and clarity.
New York, NY
Search & Filters
Cancel Flow
Account Settings Product Detail Page
Design System
Collaborating with my team at Loeb.nyc and Firstleaf's marketing and product teams, we identified and targeted key pain points in the subscription and wine store user experience. To address these, we focused on enhancing various aspects of the platform, including:
Streamlined navigation and account management tools for an intuitive user experience. Improved dashboard readability by surfacing key information like upcoming shipments and preferences.
Enhanced search functionality with predictive suggestions. Optimized filters to allow multi-select and better categorization, based on insights from Maze usability testing.
Result: Higher success rate and faster task completion using the improved filters (Prototype B outperformed Prototype A, Usability Score: 82 vs. 48).
Redesigned the cancelation flow to include save options like pausing subscriptions or reducing frequency.
Added personalized offers and feedback capture points to reduce churn.
Impact: Directly contributed to the 12% reduction in churn and improved member satisfaction.
Consolidated fragmented settings into a single, organized page with contextual help.
Reduced user errors and confusion, improving account management satisfaction.
Developed two design concepts: Editorial (visually rich) and Focused (streamlined with key details).
Maze testing revealed higher success rates and quicker navigation times with the Focused layout, leading to its adoption.
Result: Improved clarity and engagement with wine details and recommendations.
Delivered a foundational design system to Firstleaf’s internal team, including components, typography, and color schemes.
Benefits:
Reduced design iteration time.
Faster development cycles.
Harmonious cross-team collaboration.
- 16% Revenue Increase: Generated an estimated $14.5M in annual revenue growth for the subscription service.
- $26.5M Overall Revenue Growth for Penrose Hill: Demonstrated the value of enhanced user experience across the business.
- 12% Churn Reduction: Reflecting stronger user retention, improved cancel flow, and increased engagement with subscription services.
- Design System Impact:
- Reduced design iteration time.
- Faster development cycles.
- Harmonious collaboration between teams.
Collaborating with Firstleaf provided invaluable insights into balancing optimization for niche customer experiences with broader business goals. This project demonstrated the importance of combining user-centered design with measurable business outcomes.