Daily Harvest - User Retention — Ayano Elson's portfolio

Senior Designer, Product
Daily Harvest

e-Commerce UX/UI design

As senior product designer, I played a key role in driving the company's e-commerce success throughout the entire customer journey and internal design system. I led design and research on all phases of the subscription service user experience: acquisition, conversion, and retention.
Collaborating with a very small team, I developed and implemented design solutions that demonstrably increased customer revenue and expanded Daily Harvest’s customer base.

Over several months, I partnered with two engineers and a product manager to design many experimental MVPs. Operating resourcefully and quickly within ambitious sprints, I created new features and functionalities for the mobile app and website, prioritizing user-centric design while increasing revenue per customer and SKU trial rates.

For our sampling test, I focused on using pre-existing communication touchpoints—the notification bar, the monthly cart review, the banner area—to alert the user about our sampling program. From there, I designed a new sampling feature that can be nested in our cart flow.

For our referral program test, I experimented with various ways to personalize the referral process, coming from one friend to another.