Problem

In the previous design, users didn’t realize that purchasing the product also started a monthly subscription. This caused a spike in refund requests and cancellations.

Solution

I redesigned the purchase block to clearly separate two options — “One-time purchase” and “Subscribe & Save.”

‍Making the subscription model explicit significantly reduced user confusion and post-purchase complaints.

Problem

The previous design took a one-size-fits-all approach, failing to address users’ specific questions or emotions. Many felt confused or even “broken” when their hormone data didn’t match textbook patterns.

Solution

My redesign was aimed to normalize diverse cycles — including anovulatory, PCOS, and regular ones — and added educational blocks with hormone charts that clearly explain results for both fertility and hormone health.

This helped users understand product, reduced confusion, and built confidence in their purchase proces.