I redesigned Nuts.com’s subscription management experience to make it easier for customers to cancel, skip, and add items to their shipments.
Nuts.com is a DTC snack brand offering over 3,000 products through both one-time purchases and subscriptions. While most revenue comes from one-off orders, subscriptions generate over $10M in recurring revenue annually. Despite their smaller share of revenue, subscriptions were a major source of customer friction.
As the sole product designer on this 3-month initiative, I led the end-to-end redesign of the subscription platform used by 26K+ active subscribers. I conducted discovery research, defined the product vision, collaborated closely with engineering and support, and led three rounds of usability testing to validate and refine the design before launch.
Before starting the subscription management redesign, I conducted discovery research to understand why customers subscribed, what they valued, and what drove them to cancel. This included four surveys across key subscriber segments and 14 in-depth customer interviews. Below are the top three pain points I discovered from that research.
It was hard for subscribers to get all their products delivered on the same day. Sometimes, skipping an item once would permanently remove it from the shipment group, which led to unexpected deliveries and extra shipping fees.
Many loyal and new customers found managing subscriptions to be confusing. Important actions, like “Cancel Product Subscription” were buried in unnoticeable three-dot menus, making them easy to miss. For power users managing large or complex orders, the inability to merge shipments added unnecessary friction and made the process feel tedious. Language throughout the interface also caused confusion. Many users couldn’t confidently tell the difference between “Remove Item from Shipment” and “Cancel Subscription,” leading to accidental changes and frustration.
The “Add Items” modal drives 16% of new product subscriptions, but most users miss it, and those who find it can’t search the full catalog to add specific products.
The new subscription management experience launched on June 20, 2025. While not A/B tested, the design was validated through extensive user research and usability testing. Early metrics show a 5% lift in average order value (AOV) among subscribers.
Reach:
• 26.4K subscribers
• $200K in weekly recurring revenue
• $10M+ ARR
👥 Prioritizing the needs of our most loyal subscribers, those who order frequently and retain over time, helped ensure the redesign supported the behaviors and expectations that drive the most business value
✅ Usability testing became significantly more critical in the absence of A/B testing, making it essential to define the highest-risk flows and validate them directly with real subscribers
⚖️ Some trade-offs, like simplifying out-of-stock backup options or delaying advanced upsell features, were necessary to ensure we launched a stable, clear experience that wouldn’t alienate existing users
🤝 Collaborating closely with marketing and support teams helped align how we promoted the new portal with what subscribers actually valued, based on firsthand research
