Overview
As Harry’s evolves our goal was to enable a seamless and simple customer journey for new customers, while maintaining key functionality to enable growth teams to operate at scale.

The Challenge
With a subscription only journey, the trial flow created friction for customers leading to high CX contacts and churn. As Harry’s grows and expanded it's product line it also needed to evolve for different customers & growth tactics.

My Role & Approach

Partnered with UX to identify friction points through usability studies and analytics.
Designed a modular trial flow system for multiple systems, and enabled flexibility between subscription and manual flows
Collaborated with engineers to deliver in four months post-migration.
Used A/B testing, and user studies to validate hypothesis to reduce risk

Results

+30% increase in AOV and +10 BPS improvement in NPS
Exceeded first-month forecast within a week for the new acquisition flow
Enabled global marketing and product teams to test offers independently

Reflection
This project reinforced how small UX and structural changes, when backed by data and iteration can challenge how we think users behave.