UX Writer: Melody
Adora Makeup Artistry Tools is a startup that has quickly gained a cult following. As demand for Adora’s products increases, the company needs to expand its e-commerce store while remaining true to its original vision. One way they plan to do this is by offering subscription boxes that bundle products with a limited lifespan (beauty blenders, cotton swabs, makeup brush cleaning solution, etc.) so that fewer deliveries are made to repeat customers. Your mission is to scale their online store and implement the new subscription feature.
| Scenario | Copy Exploration | Final Copy | Rationale and Design Notes |
|---|---|---|---|
| Website Homepage > | |||
| ACTION: Selects Subscription Products | Top menu: | ||
| Shop all / shop brushes / subscribe and save / autoship / Shop bundles / My Account / Signup / Sign in |
Product promo one: Shop the best sellers / Shop brushes / New Smoky Eye Kit CTA: Shop Now
Product promo two: Your must-haves delivered / Save time and money with a subscription / Don’t run out of your favorites / Skip the store. Subscribe and Save / Build a custom subscription bundle / Build a bundle / Bundle your favorites / Save a trip CTA: Get Started
Keep your shelves stocked without leaving the house.
Body: Adora Makeup Artistry Tools that are crafted with the best sustainable materials, packaged with minimalism in mind, and shipped with care. | Shop All Subscription Bundles Sign In Cart
New Custom Subscription Bundles Keep your shelves stocked without leaving the house. CTA: Get Started
Featured Products List
Body: Adora Makeup Artistry Tools that are crafted with the best sustainable materials, packaged with minimalism in mind, and shipped with care. | The top menu should give users the option to easily shop for all products, including the makeup brushes Adora is known for, as well as easily see the new subscription bundle feature. The menu will give users the option to Sign In. If they don’t have an account, that will prompt them to create one (more on this later).
I chose Get Started for the subscription bundle CTA because my assumption is that the user does not already have a subscription. | | Subscription Products Page > ACTION: Selects a Product (Makeup Brush Cleaning Solution) | H1: Subscription Bundles H2: Keep your shelves stocked without leaving the house. Pick your items and set delivery frequency. It’s easy to change or cancel anytime.
Products: Name QTY Price
CTA options: Add to Cart Buy one-time Add Deliver: One time only or Every 1/2/3 months
Add to subscription Pick frequency Set frequency Deliver: Every 1/2/3 months | H1: Subscription Bundles H2: Keep your shelves stocked without leaving the house. Pick your items and set delivery frequency. It’s easy to change or cancel anytime.
Organic Cotton Balls Price $9 Set Frequency
Bamboo Cotton Swabs Price $8 Set Frequency
Organic Cotton Rounds Price $9 Set Frequency Deliver: Every 1/2/3 months
Premium Bamboo Oil Blotting Tissues Price $8 Set Frequency Deliver: Every 1/2/3 months
Friendlier Blender Price $10 Quick Add / Set frequency Deliver: One time only or Every 1/2/3 months
Makeup Brush Cleaning Solution (8 oz) Price $22 Quick Add / Set frequency Deliver: One time only or Every 1/2/3 months | It is important that this page emphasize that it is easy to change or cancel the subscription— this was identified as a concern during the research phase.
Some of these products are available as a one-time purchase. These products would also be found on the Shop Now product page. The inexpensive items can only be bought as part of a subscription. This is why some items simply say Add and some say Set Frequency.
The products will be outlined in a grid format with a picture of the product and a button for the applicable CTA. The product names will be a link to the product details page. Clicking Add button will open an option to set the delivery frequency with the option for one-time delivery. Clicking the Set Frequency button does not give the option to set as a one-time delivery. I’d want to explore these options further during testing to see if that is clear. A tool tip might be helpful to show that they can only buy this with a subscription. | | Product Details Page with Product Reviews > ACTION: Adds to Cart and Sets Frequency > Option to Keep Shopping or Checkout > ACTION: Keep Shoppinge | Breadcrumb: Home / Subscription Bundles
H1: Makeup Brush Cleaning Solution
H2: Preserve the performance of your makeup brushes with our brush cleaning solution.
Clean brushes once a week to keep them in top condition. / Care for your skin, your brushes, and the earth / Better for the environment--and better for you!
Our environmentally-friendly, cruelty-free makeup brush cleaning solution is free of parabens, petroleum, and excess chemicals that can irritate sensitive skin.
How to use: Wash your hands well with warm, soapy water. Rinse well. Wet the bristles of your makeup brush in lukewarm water. Pour a small amount of the cleaning solution into your palm. Lightly dip the bristles of your brush in the solution and slowly swipe back and forth. Rinse your hand and the brush thoroughly until the water runs clear. Use a clean towel to gently squeeze out extra moisture from the brush and re-form the bristles into their original shape. Dry your brush by placing it on the edge of the counter, allowing the bristles to hang off the edge. Do not lay flat to dry. Clean brushes once a week to keep them in top condition.
Reviews: Sort by Most Helpful Most Recent Highest Rated / Most Favorable Lowest Rated / Least Favorable
***** It’s worth it! This really does help your brushes work better and last longer.
Set Frequency: Deliver: One time only or Every 1/2/3 months
CTA: Add Add to Bag Add to Cart Add to Order
CTA2: Checkout / Keep Shopping | H1: Makeup Brush Cleaning Solution H2: Better for the environment--and better for you! Body: Our environmentally-friendly, cruelty-free makeup brush cleaning solution is free of parabens, petroleum, and excess chemicals that can irritate sensitive skin.
Reviews: Sort by Most Helpful Most Recent Highest Rated Lowest Rated
***** It’s worth it! This really does help your brushes work better and last longer.
8 oz $22 Set Frequency: Deliver: One time only or Every 1/2/3 months
CTA: Add
CTA2: Checkout / Keep Shopping | If the user is new to the product, they need to know why they should buy it. Having helpful information on the product page can help make them feel more confident making the purchase. It is important to include the reviews on this page because research showed that reviews are helpful in the decision-making process. I chose to have a sorting option for the reviews and picked the most direct/plain language labels so that users can quickly view the reviews they are most interested in.
I reviewed CTAs from other companies that offer product subscriptions and Add is commonly used, so I think it’s the most easily understood option.
After the product is added to the cart, the cart is shown in a sidebar. The CTA button is Checkout, but there is a link for Keep Shopping underneath. The user can also “X” out of the cart and stay on the same page. | | Subscription Products Page > ACTION Adds to Order (Cotton Balls) > Option to Keep Shopping or Checkout > ACTION: Checkout | | | This is simply a return to the product index page. No new copy is needed. | | Checkout Flow > Create Account or Log in > Create Account > ACTION: Enter Email Address and Create Password | Create an account / Sign up
First Name Last Name Email Address Password Confirm Password / Re-enter password
CTA: Next
Already have an account? Log in / Sign in here | Create an account
First Name Last Name Email Address Password Confirm Password CTA: Next
Already have an account? Sign in here | Progress Tracker shows which steps remain in the process. The active step is in bold or another color.
I’m giving the user an option to “sign in” vs “log in” because that is consistent with the “sign in” option in the top menu. | | Checkout Flow > ACTION: Enter Shipping Info | Shipping Information Name Street address Apartment, suite, etc. City State Zip/postal code Phone CTA: Next | Shipping Information Name Street address Apartment, suite, etc. City State Zip/postal code CTA: Next | These are pretty standard form fields. This product only ships within the US, so there isn’t a need for international formatting options. It would be nice if the address could autofill as the user types so that the address can be verified. I think the phone number could be optional. | | Checkout Flow > ACTION: Enter Payment Information | Payment Information Cardholder Name / Name on Card Credit Card Number / Card Number Expiration Date MM/YY CVV / CVC / Security Code Billing Address: Same as shipping address (checkbox) Zip Code CTA: Next You can review your order on the next page. | Payment Information Name on Card Card Number Expiration Date MM/YY Security Code Zip Code CTA: Next You can review your order on the next page. | | | Checkout Flow > Review Order > ACTION: Place Order | Review Order / Order Summary
Makeup Brush Cleansing Solution $22 QTY 1 ( - 1 + ) The user can tap - or + to change QTY Every month
Plastic-free Bamboo Cotton Swabs $8
Order frequency: Delivered every month Subtotal $30 Shipping (free!) Tax $2.48 Total $30.48
CTA: Place Order
Your next bundle order will be processed on August 15, 2022. We’ll send you a reminder the week before in case you want to make any changes. | Order Summary
Makeup Brush Cleansing Solution $22 Bamboo Blotting Tissues $8
Order frequency: Delivered every month Your next bundle order will be processed on August 15, 2022. We’ll send you a reminder the week before in case you want to make any changes.
Subtotal $30 Shipping (free!) Tax $2.48 Total $30.48
CTA: Place Order
| I want the user to see that they can easily modify their subscription before they submit payment. Research showed that being locked into an unwanted subscription was a concern for users.
I would put the items and frequency info on the left and the financial info on the right. | | Order Confirmation | Payment Successful / Order Confirmed / We’ve got it / We’re on it! / Got it / Thank you! / Sucess! Oder confirmation number 12345
Your order is confirmed We’ll email you when your order ships.
Order Details Keep Shopping
Thanks for shopping sustainably. -No empty boxes. By bundling products together, we can use less packaging. -Fewer trips. Subscriptions reduce the number of resources spent on shipping. -Less waste. Our packaging is made from recycled materials which can be recycled again. | Order Confirmed!
Thanks for shopping sustainably. -No empty boxes. By bundling products together, we can use less packaging. -Fewer trips. Subscriptions reduce the number of resources spent on shipping. -Less waste. Our packaging is made from recycled materials which can be recycled again.
View Order Details Keep Shopping | I didn’t have this as part of the original user-journey, but I think it’s important to think about what comes after they complete the order. I want to create a positive final step in the purchase process. This copy aligns with the voice and tone guidelines I developed earlier in the project. |
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