Turning Cancel into Add to Cart
The TLDR;
Coterie brought me in to reimagine their account dashboard into a place not just to manage orders, but as a high-value retention and revenue surface.
What started as a churn zone is now a driver of average order value, loyalty, and long-term growth. The redesign elevated the user experience, while also achieving the business goals.
Challenge
The original dashboard was a one-way street: customers landed there when they were about to pause or cancel. The UX didn’t offer anything engaging or useful beyond managing orders. There was no sense of value, no encouragement to explore, and no opportunity to grow the relationship.
Here’s what we were up against:
- Functionality was limited to delay, pause, cancel, repeat
- No easy way to discover or add products
- No space to reinforce the brand or subscription value
- No foundation for scalable merchandising or personalization
Solution
Reframed the purpose of the dashboard: We positioned the dashboard as a value-building surface, not just a utility, helping subscribers manage, explore, and engage with the brand in one place.
Designed with upsell opportunities in mind: We introduced new space for product discovery, timely promotions, and “add to next shipment” flows that felt effortless and helpful.
Streamlined subscription edits: We restructured flows to make changes intuitive and stress-free, building trust while reducing support overhead.
Built a future-ready foundation: The new dashboard is designed to support personalization, smart recommendations, and scalable product strategy.
“Rachel’s deep direct to consumer experience enabled her to learn our business rules and understand key functionality quickly, and her clean design aesthetic helped us create a beautiful, simple, and most importantly, performant new interface for our subscribers.”
Outcomes
Account Management is now a driver of AOV and LTV.
Customers can easily add products to their next shipment, right from the dashboard.
New products and offers are promoted contextually, in placement and timing.
The foundation is now in place to scale personalization and strengthen the customer relationship over time.
Key Takeaways
