Aisles Online Membership
Aisles Online is Hy-Vee’s E-commerce service. Customers are able to place grocery orders online, for pickup or delivery to their home. When I joined the team, Hy-Vee offered free delivery on orders over $100. Hy-Vee employed delivery drivers and maintained a large fleet of delivery vehicles. The cost of fulfilling delivery orders was high. The goal was to change the pricing model to be more sustainable while building customer loyalty through the creation of a membership subscription.
Pickup orders would remain free
Delivery orders would have a $9.95 fee
Members would receive a year of unlimited free deliveries for an annual fee of $99.
MVP
When I joined the team, work for the initial purchase had been completed, but not released to the public. A marketing landing page had been built. Employees were able to purchase the membership for $1 to test out what had been built. The project team was moving fast and I was asked to focus on designs for membership management and cancellation. It was decided that we would launch without having functioning auto-renewal, knowing there would be a full year before renewal would be necessary.
Feedback Loop
I suggested to the Product Owner that should establish a feedback mechanism to gather information from customers who purchased a membership. We already had a CX survey in place for Aisles Online orders, but I was curious what type of feedback our customers would have on the membership itself. We decided to keep it simple with a cancellation survey. Here’s what we asked:
Overall, how satisfied were you with your Hy-Vee Plus Membership?
What are the reasons for canceling your membership? Select all that apply.
How likely are you to purchase groceries online with Hy-Vee in the future?
How likely are you to purchase groceries in store with Hy-Vee in the future?
What could we do to improve Hy-Vee Plus Membership?
A page skeleton would display during page load
Customer has not yet purchased a membership
Customer with an active membership
Membership has been cancelled, but the customer is still in the benefit period
Customer with an expired membership
Print CSS was used to create a letter-sized printable invoice.
A link to the receipt was incorporated into the payment confirmation
The error state in case the data for the invoice was temporarily unavailable at time of payment.
The error state in case the data for the invoice was temporarily unavailable on the membership management page.
Cancellation would require a confirmation.
After cancelling, customers were invited to give feedback.
Post Launch
Delivery Eligibility
Feedback from the cancellation survey pointed out an assumption that had been unknowingly made. Rather than trying Aisles Online without the membership first, many customers went straight to purchasing the delivery membership. They were disappointed to discover they did not live within the delivery area for a Hy-Vee store. They then immediately cancelled the membership, which was a manual internal process for Customer Care. To solve for this, we added the ability to check an address on the landing page and in the payment flow.
Landing Page Comparison
I was asked to make changes to the landing page content to emphasize the cost savings that having the membership could provide.
This was the option that was chosen because it was the least effort to implement.
This is an interactive option I proposed, where the customer could input their shopping frequency to see how much they would save.
This was an option I presented that compared ways to shop rather than just focusing on the fees.
Renewal and Monthly Option
While working on the renewal flows, we explored the idea of adding an option for monthly payments. At this time, I recommended giving annual members the option of turning off auto-renewal without cancelling the membership. Even though automated email reminders were planned for, I felt that email communication was unreliable and that messages may not be received or read. I proposed adding reminder messaging within the checkout flow for more visibility.
Customer with auto-renewal turned off
Customer with annual subscription and auto-renewal
Changing to monthly payments would require confirmation
Customer with monthly subscription and auto-renewal
Changing to annual payments would require confirmation
I proposed adding an informational messaging in the on the cart page when the membership period was nearing the end.
Message variants to account for different scenarios.