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UX Strategy & Service Design
Uiixol is a holistic wellness brand rooted in ritual, energy, and sensorial self-care. Its products are designed to nurture body, mind, and environment through intentional routines aligned with natural cycles.
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Project duration:
1 week
My role:
UX Researcher
Tools used:
Google Analytics, Google Page Speed Insights, WCAG Guidelines, WAVE, Google Tag Manager
Opportunity
Opportunity
As the brand grew, Uiixol explored the opportunity to introduce a subscription-based experience that could strengthen customer retention, create recurring revenue, and deepen emotional connection with the brand.
The strategy focused on answering:
How to define business logic, UX flows, rewards mechanics, and content strategy?
How can rewards and gifts reinforce the brand’s spiritual and sensorial values?
How can the Recharge plug-in can be implemented realistically within Shopify constraints?
Strategic Approach
Strategic Approach
Instead of starting with pricing or frequency, the strategy focused on:
Brand essence first: translating Uiixol’s energetic language into a structured system.
User autonomy: allowing customers to personalize quantities, products, and cycles.
Ritual over routine: framing deliveries as energetic moments, not just refills.
Retention through value, not obligation: rewards, gifts, and symbolic milestones.
Anticipate edge cases (renewal, cancellation, credits).
Subscriptions and loyalty experience
Subscriptions and loyalty experience
Designed subscriptions as a flexible experience system, not static bundles.
Balanced business goals (retention, LTV) with user autonomy and emotional value.
Focused on personalization without friction (quantity, cadence, duration).
Combined usage-based rewards (credits) with commitment-based rewards (renewals).
Aligned incentives with Uiixol’s ritual-driven brand identity, not discounts.
Prioritized perceived value, motivation, and long-term engagement over forced lock-in.
UX impact
Higher perceived value over time.
Reduced churn through positive reinforcement.
Clear incentives without cognitive overload.
Business logic and outcome
Business logic and outcome
Defined clear UX flows and business rules to ensure feasibility and scalability.
Made credits, rewards, and subscription states visible and understandable.
Designed a graceful cancellation flow where users retain earned credits.
Applied rewards only to eligible orders to avoid confusion or loss perception.
Avoided dark patterns by prioritizing transparency and fairness.
Outcome & value
Scalable subscription framework compatible with Shopify tools.
Clear logic for personalization, rewards, renewal, and cancellation.
Increased potential for retention, lifetime value, and brand attachment.
Subscriptions positioned as a service system, not just a sales feature.
Up next
Up next
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