Designing a scalable subscription model to enable seamless reordering across discovery, purchase, and lifecycle management.
Covetrus serves high-frequency purchasing workflows where reordering is critical. Autoship was introduced to reduce friction and support repeat purchasing.
Existing experience:
- – Fragmented entry points
- – Low visibility of subscription
- – Limited control post-purchase
THE CORE PROBLEM
Repeat purchasing was fragmented across the experience
- – Subscription lacked visibility at decision points
- – Setup introduced friction and uncertainty
- – Post-purchase management was fragmented
SYSTEM OVERVIEW
One system across all purchase touchpoints
Autoship was designed as a modular system spanning discovery, configuration, and lifecycle management — integrated across key touchpoints.
ENTRY: DISCOVERY & CONVERSION
Bringing subscription into the moment of decision
Subscription was integrated directly into product surfaces, enabling users to opt in without leaving the shopping flow.
Key points
- – Inline Autoship toggle within item card
- – Immediate visibility of savings and benefits
- – Frequency selection at point of purchase
CONFIGURATION: REDUCING FRICTION
Flexible setup with minimal cognitive load
The system supports both new and existing subscriptions through a unified interaction model, reducing complexity while maintaining flexibility.
Key points
- – New vs existing subscription states
- – Dynamic frequency selection
- – Seamless transition into cart
MANAGEMENT: PRODUCT DEPTH
Managing subscriptions as an integrated system
A centralized Autoship Manager provides visibility and control across all active subscriptions, enabling users to adjust without friction.
Key points
- – Edit, reschedule, skip, cancel
- – Multi-order visibility
- – Clear delivery and pricing context
RETENTION: CANCELLATION FLOW
Introducing alternatives before cancellation, reducing unnecessary churn.
Instead of a hard exit, the system introduces alternatives that preserve user intent while reducing unnecessary cancellations.
Key points
- – “Skip instead” as primary alternative
- – Reason capture for insight
- – Progressive confirmation flow
Users are guided toward alternatives before completing cancellation.
SYSTEM THINKING
Built as a scalable, modular system
The Autoship experience was structured as a modular system, enabling consistency across touchpoints while supporting future expansion.
- – Reusable subscription module across PLP, PDP, and cart
- – Consistent interaction patterns across lifecycle
IMPACT
Outcome
Defined a scalable subscription model across core purchase flows —improving clarity, flexibility, and continuity in high-frequency workflows.
- – Reduced friction in subscription setup
- – Increased visibility at key decision points
- – Unified fragmented subscription flows
- – Enabled scalable lifecycle management
One system. Continuous purchasing.
Enabling the System
Core components were redesigned to support Autoship, promotions, and complex pricing as a unified system.
Item Card
A modular item card that integrates pricing, promotions, and Autoship in a single, scalable component.
Promo Logic
A structured logic layer managing promotions and ensuring pricing clarity across states.
Complex Promos (BOGO)
Extended to support complex promotional models while maintaining a consistent user flow.
This work reframed Autoship from a fragmented feature into a cohesive, scalable system—aligning business logic, user intent, and interface behavior across the purchase journey.