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Gillette On Demand

Redesigning Gillette’s subscription experience to reduce friction and improve conversion in a competitive DTC market.

Overview

Gillette On Demand aimed to compete with direct-to-consumer brands by offering a convenient razor subscription service. However, the experience introduced friction at key moments, making it difficult for users to understand the value and complete a purchase.

Role: Product Designer
Timeline: 32 weeks
Team: 2 designers
Focus: Conversion Optimization, UX Strategy, Responsive Design

Responsibility: Led end-to-end UX design, from research and problem definition to interaction design and prototyping

Problem

While Gillette On Demand aimed to simplify razor purchasing through subscriptions, the experience introduced friction at critical moments in the user journey. Users struggled to understand the value of subscribing, felt hesitant about committing to recurring deliveries, and encountered unnecessary barriers such as mandatory account creation.
 

  • Unclear value proposition compared to competitors like Dollar Shave Club

  • Subscription commitment created hesitation and reduced conversion

  • Mandatory account creation added friction early in the purchase flow

  • Product and pricing information were not communicated clearly

Solution

I redesigned the subscription experience to reduce friction, clarify value early, and improve conversion across key decision points.

1. Breaking down subscription setup into simple, guided steps

I simplified the subscription setup into clear, guided steps so users can make decisions progressively instead of all at once.

LearnMore_US1_DES (Desktop).png

2. Clarifying subscription details during key decision moments

I introduced clearer pricing breakdowns and surfaced key subscription details at decision points, helping users understand what they’re committing to before proceeding.

My Account_ Confirm Change Subscription Date (Desktop).png

3. Reducing friction at checkout by removing unnecessary steps

I streamlined checkout by removing mandatory account creation and reducing unnecessary steps, enabling users to complete their purchase with minimal friction.

My Account_ Active Subscriptions (Desktop).png

Process

Understanding User & Business Friction

Users struggled to understand the value of subscribing and felt hesitant committing to recurring deliveries. Key decision moments lacked clarity, and early friction—such as mandatory account creation—led to drop-off before purchase completion.

Key Insights

  • Users struggled to understand subscription value upfront

  • Commitment anxiety reduced willingness to subscribe

  • Early friction points caused drop-off before checkout

  • Pricing and product details were not clearly communicated

Design Decisions & Rationale

I focused on reducing friction at key decision points by simplifying the flow, clarifying value upfront, and removing unnecessary barriers.
 

  • Introduced guided steps → reduced cognitive overload during onboarding

  • Clarified pricing and subscription benefits upfront → improved perceived value

  • Added confirmation moments → reduced commitment hesitation

  • Removed unnecessary steps like forced account creation → minimized drop-off

Outcome Direction

The final experience focused on:
 

  • Simplifying the subscription setup into clear, guided steps

  • Communicating value early and consistently throughout the flow

  • Reducing friction at key decision points to improve conversion

Role + Constraints

Role

I led the end-to-end design of a subscription experience, translating complex decision points into a clear, guided flow to improve user understanding and reduce drop-off.
 

  • Synthesized research to define key friction points in the purchase journey
     

  • Designed user flows and interaction patterns to guide decision-making
     

  • Developed structured subscription models to simplify recurring choices
     

  • Created high-fidelity prototypes to validate and communicate solutions

Constraints

  • Unclear subscription value 
    User struggled to understand the benefits of subscribing vs. one-time purchase
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  • Commitment hesitation
    Recurring deliveries created uncertainty and reduced willingness to commit
     

  • Complex decision flow
    Multiple steps and unclear structure increased cognitive load during setup
     

  • Business requirements
    Subscription model needed to balance user clarity with revenue goals

Design Response

  • Simplified the subscription setup into clear, guided steps to reduce cognitive load
     

  • Clarified pricing, delivery frequency, and benefits upfront to improve perceived value
     

  • Introduced confirmation moments to reduce commitment hesitation
     

  • Removed unnecessary steps (e.g., forced account creation) to streamline checkout
     

  • Structured product and add-on decisions to reduce overwhelm

Final Solution

I redesigned the subscription experience to simplify decision-making, clarify value early, and reduce friction at key moments in the checkout flow.
 

The final experience introduces a guided, step-by-step structure that helps users understand what they’re selecting, while surfacing pricing, delivery frequency, and subscription benefits upfront. Confirmation moments were added to reinforce commitment before users proceed, and unnecessary steps—such as mandatory account creation—were removed to streamline completion.
 

Together, these changes create a more transparent and manageable experience, allowing users to confidently move from product selection to subscription without confusion or hesitation.

Impact

The redesigned experience improves clarity and reduces friction at critical decision points in the subscription flow.

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  • Improved user understanding of subscription value through clearer pricing and benefit communication

  • Reduced commitment hesitation by introducing confirmation steps before finalizing

  • Streamlined checkout flow, enabling users to complete their purchase with fewer interruptions

  • Increased confidence in decision-making by breaking complex choices into guided steps
     

While quantitative metrics were not available, the redesign directly addresses key drop-off points and is expected to improve conversion and overall user satisfaction.

Reflection

This project reinforced the importance of clarity in shaping user decisions—especially in experiences that require ongoing commitment, like subscriptions.
 

I learned that reducing friction is not just about removing steps, but about helping users feel confident at each stage of the journey. Small moments—such as clearly communicating value or adding confirmation checkpoints—can significantly influence whether users continue or drop off.
 

If I were to take this further, I would validate the design through usability testing and measure its impact on conversion and retention. I would also explore personalization opportunities to tailor subscription options based on user behavior and preferences.

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