Transforming a rigid subscription into a flexible commerce platform

Context

kencko sells organic smoothie subscriptions to a loyal, health-conscious audience — mostly women aged 40–60 who value transparency and simplicity. I was the sole designer, working closely with the product and marketing teams.

The company was evolving from a single-product subscription into a multi-product platform — adding protein packs, gumdrops, and extras alongside their core smoothies. The existing checkout flow couldn’t support that complexity, and we knew we could do better.

Problem

The original flow asked for personal information — country, zip code, email — before showing customers what they’d actually receive. The value proposition was buried beneath forms and testimonials.

For an audience that needs to trust before they commit, this felt fundamentally wrong.

Marketing liked the early visual capture, and it did generate leads. But we were losing the people who mattered: customers ready to buy.

Approach

We restructured the flow to lead with the product. The first step now shows exactly what’s in the box — ingredients, quantities, pricing — before asking for any personal information.

We tested multiple variations and settled on a flow that balanced business needs (lead capture) with user needs (transparency).

Solution

A clean, minimal, trustworthy status-page design that aligned with our design system, presented information clearly, and stayed visually neutral across customers. The new layout improved readability, simplified the hierarchy, and removed the visual “jank” that had accumulated over time.

Impact

Conversion rate increased by 13% in the first month. Customer support tickets about “what’s in the box” dropped by 40%. The new flow became the template for all future product launches.