Turned Subscription Friction Into Trust · Bella & Duke

Responsibilities

UI Design · UX Design · User Research · Strategy & Concept

Team

1 Head of Product · 2 Full Stack Developers · CRM & Customer Care

Bella & Duke sells raw pet food by subscription, and customers love it. The portal was the problem: a bare account area where managing deliveries, feeding amounts, pricing and multiple pets around real life bred confusion and eroded trust.

As Growth Product Designer I pulled usability tests, support data, surveys and community insight into one prioritised set of problems, then built an OOUX object model to anchor the work. I led much of the strategic framing: away from isolated portal sections, towards the pet routines customers actually plan around.

Targeted the confusion behind 25 to 35% of Customer Care contacts with clearer subscription flows

An OOUX object model gave the team a shared language for messy multi-pet subscription logic

Turned a transactional account area into a retention strategy the business could build on

Home dashboard with upcoming deliveries and what's inside each box

Dispatch state with live courier tracking once an order is on its way

A playful paw guides you through the redesigned portal — hover in to take the lead

Changing what's inside upcoming deliveries — recipes and pack quantities

Pet profiles capturing breed, age and feeding plan per dog

Member benefits — 24/7 video vet access and partner discounts

Pet profiles and member benefits, managed on the go in the phone app

The pet profile and feeding plan, managed on the go in the phone app

Bella and Duke mobile app — Benefits screen with 24/7 video vet access — Member benefits and partner codes, a tap away in your pocket

Account profile with personal details and contact options