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← All selected workSubscription UX · Shopify

Poppy’s Picnic

Making a pet-food subscription easier to join.

Poppy’s Picnic subscription flow showing Jack’s meal-plan progress, subscription benefits and personalised dog questions

The subscription entry point: value and personalisation presented together.

The challenge

A raw-food subscription asks customers to make several connected decisions: describe their dog, understand the plan, choose a delivery, pick flavours and decide whether to add treats. Each choice needed context without making the experience feel like an endless quiz.

The approach

I organised the experience into a progressive journey with visible progress and value cues. Essential questions come first, product selection is easier to scan and optional extras arrive only after the core plan is clear.

The result

The result is a more coherent path from “tell us about your dog” to a personalised box: enough guidance to support a confident decision, without exposing customers to all the complexity behind the plan. No measured conversion uplift is claimed for this project.

“YOU STAR - thank you MAX!”

Dylan Watkins · Poppy’s Picnic

Play the redesigned journey from pet details through product selection and treats.

THE SUBSCRIPTION JOURNEY

One connected journey.
Four clearer decisions.

The final flow follows one idea: reveal the next decision when it becomes useful, while keeping progress and subscription value visible.

  1. 01

    Meet the dog

    Start with the details needed to personalise the plan: name, breed, age, size and daily needs.

  2. 02

    Shape the delivery

    Turn pack size and delivery timing into a recommendation the customer can understand and adjust.

  3. 03

    Pick favourites

    Present flavours as a scannable selection, with quantities and benefits close to the choice.

  4. 04

    Add something tasty

    Introduce treats after the core plan is set, so cross-sells feel optional instead of becoming another barrier.

DESIGN PRIORITIES

Keep the logic behind the scenes.

01

Keep value in view. Explain why the subscription matters while asking for information.

02

Make progress tangible. Let customers see where they are without turning the journey into a long form.

03

Separate essentials from extras. Build the meal plan first; offer treats when the main decision is already secure.

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