YuMOVE
Streamlined subscription and account management
Behind every box of dog supplements is a devoted owner who just wants the best for their pet — the last thing they need is a clunky account portal getting in the way. Working collaboratively with the YuMOVE team, I led a user-centred redesign of their subscription and account management experience, helping a much-loved brand live up to the loyalty their customers already felt.
Making subscriptions work harder for pet owners
We knew users were hitting walls when managing their subscriptions — particularly when they needed to delay a delivery because they still had product at home. By mapping out pain points across the end-to-end journey, we identified clear opportunities to improve. These included adding a 'send now' option, the ability to pause until a chosen date, and a simpler, more respectful cancellation flow.
A more personalised experience
Alongside the subscription improvements, we introduced pet profiles and a 'trade up' option. Together, these gave users a more tailored experience — with upsell and cross-sell opportunities that genuinely fit their pet's age and health needs, rather than feeling like a hard sell.
More ways to manage, all in one place
The redesigned journey also let users add one-off purchases like dental care sticks to upcoming orders, track their deliveries, and earn rewards for referring a friend — small touches that add up to a much more satisfying experience.
Tested with real users,
refined before launch
Nothing went live without being prototyped and tested with both existing and potential customers first. The feedback spoke for itself:
“The pet profile is really welcoming and personalised”
— Participant 4
“This subscriptions area looks a lot easier to navigate than the last one”
— Participant 7
The client felt it too:
And the proof was in the reviews once the site went live.
“The changes based on user testing and customer feedback will remove friction in the digital journey. This is so important for both our customer experience and our commercial goals.”
— YuMOVE Client