Blibli: Designing clarity for Blibli Subscription

Platform: Mobile apps

Collaborators: Product manager, designer, engineers, CS

Tools: Figma, Google Workplace, Atlassian

About Bliblimart

Blibli is an omnichannel commerce platform built for customer, institution, and government. As of 2023, it has over 20 product categories and one of them is Bliblimart, an online and physical supermarket for groceries and other household necessities.

As a physical store, Bliblimart promotes advanced technology with cashless and cashierless payments – similar to the "just walk out" shopping experience introduced by Amazon Go.

Project overview

Subscription is a feature that falls under the Bliblimart product category. It allows customers to receive routine deliveries of household necessities at a discounted price. It's a way to save time and money on their most-used items at home.

With this feature, customers can choose items to be delivered on a weekly or monthly basis and turn on autopay so they won't have to repeat the search-to-checkout flow for every time they make the same order.

The only thing that was lacking about this feature was it didn't allow customers to skip their next delivery. It only allowed them to cancel subscription entirely. Simply put, when they've signed up for Subscription, they'll always receive their next package the week or month after until they choose to stop.

This was how the design looked like before we made any improvements.

Problem

We've studied that our customers may want to cancel their subscription at some point as they may not be running out of stock yet. For that reason we made the option to cancel subscription with the assumption they would repeat their order once they needed to restock. The problem was they didn't.

They canceled their subscription but didn't purchase the same items again after a while. From company's standpoint, this has delayed revenue.

Solution and approach

The solution to this problem was to provide customers with an additional option to skip their next delivery. Generally, those who didn't need to restock yet can choose to receive the same items again in the next 2 weeks or months when most likely their stocks are out.

This solution was indeed a simple one.

But the big question for us in the design team was: How do we enable the skip next delivery feature with simple steps in a way that it will not be taken for granted by customers? How do we make it so that they wouldn't overutilize it and choose to skip anytime they wanted to.

To ensure the skip next delivery option wasn't overutilized, we set restrictions that enabling this option was only possible if the customer has met these terms and conditions:

They've received at least 2 deliveries.
They can only skip their next delivery if the last one was successful.
They had requested not more than 3 days before the next delivery date.

And to ensure they would easily know this option was available, we created a one-tap onboarding and placed the Skip button on the order detail page. It was on this page because our CS team had collected reports concluding that the order detail page was the one they often referred to when complaining about not being able to skip their next delivery.

Outcome

Comparing the before and after we launched the skip next delivery feature, we successfully managed to increase customer lifetime value (CLV). Recalling the old Subscription version where it only allowed customers to cancel subscription, with the skip option now available has stopped them from canceling their subscriptions.