Research goals
Understand the reasons and drivers for the use of Holland & Barrett’s Subscribe & Save subscription program. Learn which pain points create the biggest risk to users canceling a subscription and where in the journey this happens.
We required further understanding of customer sentiment and how the current S&S experience is meeting customer needs throughout the entirety of their S&S journey.
How UXtweak helped
With UXtweak Holland & Barrett were able to screen for S&S customers who represent a range of experiences using S&S. The Live Interviews tool helped to learn more about these customers and allowed to contextualize their experiences (video snippets).
We required users who had experience using Subscribe & Save and UXtweak surveys was a great way to screen participants for the study. Knowing we could then follow up with selected participants with a list of options for timeslots simplified the study set up process.
The Solution
Using the Double Diamond framework, we began our investigation in a Discovery phase where we planned to conduct 8-10 user interviews with existing Subscribe & Save customers.
The analysis of these interviews was intended to highlight current pain points in the context of the full user journey, from becoming aware of S&S to ongoing and repeat use.
Some of the unexpected user needs the team uncovered were:
- Offer alternative options when faced with an item which has become Out of Stock or Discontinued
- Reduce friction for customers attempting to amend an order before it is finalized
- Improve communication of how S&S works for first-time use
- Offer customers the option to remove/reduce secondary packaging for collection orders
- Improve the accuracy of the recommended delivery frequency for products
The Results
As a result of the research, the following changes were implemented:
- Reduced the likelihood of users beginning a subscription for items which are due to be Discontinued or OOS.
- The overall priority of developing Subscribe & Save has been raised and is now a Business initiative for FY25.
🐝 Why UXtweak?
Having a web tool that allows us to recruit, build our own user panel and conduct interviews was a leading factor in our decision to begin using UXtweak.
