AutoShip: A Connected Recurring-Purchase Ecosystem
Designing a unified experience for recurring orders, prescription requirements, account management, and customer support across desktop and mobile.
Project Overview
- ROLE: UX/Ul Design
- TEAM: Product Manager, Developers, Analytics Partners, and Business Stakeholders
- SCOPE: End-to-end experience design, UX/Ul, testing
Impact
The system created a clearer path for customers to enroll, manage, skip, reschedule, or cancel recurring orders while giving the business a scalable foundation for retention and operational efficiency.
- Product discovery
- AutoShip enrollment
- Pet and prescription information
- Pricing and promotional eligibility
- Recurring-order management
- Customer support and operational tools
The Core Problem
Recurring purchasing was not a single action—it was a connected system of product, account, prescription, and fulfillment decisions.
Every AutoShip order could involve:
- Product and customer eligibility
- Pet-profile association
- Prescription requirements
- Quantity and shipment cadence
- Promotional and contract pricing
- Account and fulfillment status
- Changes made after enrollment
AutoShip had no unifying logic. Each team solved a part-in isolation. As a result, customers experienced friction, value was missed, and the business left money on the table through loyalty and lifetime value.
The challenge was to create one coherent system without exposing the complexity behind it.
SYSTEM OVERVIEW
Customers could enter AutoShip from different points in the purchasing journey. Some enrolled directly from a product page, while others encountered the option while reviewing recommendations, managing a pet profile, or completing an order.
The system therefore needed to preserve context regardless of the entry point.
DESIGNING THE END-TO-END ECOSYSTEM
The AutoShip experience is intentionally designed to be seamless and supportive at every stage-helping customers discover value, enroll with confidence, manage with ease, and get the help they need.
CONNECTING DISCOVERY AND ENROLLMENT
The AutoShip landing page connects intent and action, seamlessly guiding customers from discovery to first AutoShip.
The landing experience translated AutoShip benefits into a clear path from education to enrollment, while preserving access to account management.
MANAGEMENT: PRODUCT DEPTH
The AutoShip Manager gives customers complete control and visibility over their recurring orders.
A CONSISTENT, CONSULTATIVE FLOW
The AutoShip cancellation flow is intentionally designed to be consultative, empathetic, and helpful-empowering customers to keep their pets healthy and happy.
Cancellation was treated as a decision-support flow rather than a dead-end action.
SYSTEM THINKING ACROSS DEVICES
One experience, everywhere. The AutoShip Manager scales consistently from desktop to tablet to mobile-delivering clarity, control, and confidence at every screen size.
Always in control. Customers can skip once, adjust, pause, or cancel anytime-because flexibility builds trust.
DESKTOP Full visibility with multi-column layout, ideal for planning and managing.
MOBILE Streamlined stack for one-handed use. with essential info and actions first.
TABLET Balanced layout for touch, keeping key details and actions within reach.
IMPACT
The redesigned system created a stronger foundation for retention, operational efficiency, and recurring-order adoption.
ONE SYSTEM –
CONTINUOUS REORDERING
Metrics
The AutoShip redesign established a connected recurring-order system across product discovery, enrollment, account management, support, and reusable commerce components.
Projected outcomes included:
- UX METRIC
- Users who could identify their next AutoShip delivery date
- Users who understood how to skip or reschedule an order
- Users who completed cancellation or skip flow without confusion
- Average time to reschedule an AutoShip order
- Reported confidence after managing an AutoShip order
- RESULT
- 92% success rate
- 88% success rate
- 84% success rate
- Reduced by 35%
- 4.6 / 5
ENABLING THE SYSTEM
To bring AutoShip to life, reusable components translated recurring-order logic into clear, consistent decisions across the experience.
Covetrus AutoShip centralizes subscription management, and suggested add-ons—all within a seamless customer experience that drives loyalty and lifetime value.
- Benefit-first messaging that drives action
- Primary CTA to start or adjust AutoShip
- Visual reinforcement to build trust and relevance
- Scannable, benefit-led component layout
- Covers core needs: control, convenience, and savings
- Reinforces flexibility and reliability
- Contextual nudges reduce support burden
- Proactive communication prevents churn
- Loyalty and savings clearly reinforced