The Honest Company partnered with Isadora Agency to enhance its e-commerce product lines and subscription program. Providing parents with clear options and ease of use created an accommodating, values-friendly experience that improved customer engagement and retention.

The Honest Company

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The Honest Company

The Honest Company partnered with Isadora Agency to enhance its e-commerce product lines and subscription program. Providing parents with clear options and ease of use created an accommodating, values-friendly experience that improved customer engagement and retention.
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Overview

The Honest Company is dedicated to providing eco-friendly, sustainable products to parents seeking a wellness-focused lifestyle. Isadora Agency built upon an already-established partnership with Honest to streamline its diaper subscription service, making it easier for customers to stay stocked up on baby basics. Our team cultivated a mindful, personalized experience to introduce users to The Honest Company’s diaper and wipe subscriptions, driving sign-ups while reducing cancellations and cart abandonments.

Services

UI/UX Design, UX Strategy, User Testing

Results and Success

This collaboration meets its business objectives of boosting new subscriptions, increasing average order value (AOV), and reducing customer cancellations.

User testing validated the new subscription product design. The landing page has shown a nearly 25% increase in Get Started clicks, and a 75% reduction in its exit/bounce rate. Within the diaper bundle builder, there has been an overall increase in visit frequency and in AOV each month. The retention rate for the subscription service has performed impressively, with a 60% increase after the initial seven months of implementation.

“I love seeing the photos of the real children playing - I can picture my own son playing with the packaging. It's very relatable and connects to my own experience as a father.”
Kwesi, Father of One
User Test Participant
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Diaper Bundle Builder Landing Page

The Honest Company wanted to give its customers more in-depth information on the benefits of its diaper and wipe subscriptions, as well as better access to its subscription service overall. Isadora Agency’s solution was a streamlined landing page for the Honest Company’s subscription bundle builder — one that could seamlessly integrate powerful storytelling with product highlights, and build a strong emotional connection with users. While a landing page already existed for this product, it was not a strategic part of the user’s shopping journey in this way. Bringing these elements together would more directly captivate users, and lead them into the conversion funnel.

“The benefits of a subscription really appeals to me. My current diapers don't offer a service like this. I like being in control of the sizes and frequency through this experience.”
Karan, Father of One
User Test Participant

We used the entry page as onboarding to a full journey, emphasizing the extensive benefits of The Honest Company’s subscriptions — not just the degree of options, but also the financial incentives, including overall savings, lack of hidden fees, and free delivery and returns. By building these into the first touchpoint, The Honest Company was able to educate parents, appeal more directly to their needs, and build stronger user trust.

Frame

This landing page also has an enhanced sense of social proof, with testimonials from real parents’ social media posts. Sharing these authentic stories and photos gives users the chance to see and experience the value of The Honest Company’s products, and strengthen or start their own relationships with the brand.

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Diaper Bundle Builder Experience

Users needed to be able to select their subscription choices and make a purchase quickly. Revamping the diaper bundle builder was a smart strategic move to increase subscribers.

The Honest Company’s original bundle builder was fairly rudimentary; it was not possible to order more than one size, select between different diaper types, or add multiple diaper types. By updating the bundle builder’s capabilities, our team gave it the capacity to offer and sell even more options and combinations. Users can now easily select sizes, split sizes, and choose different patterns for different sizes. They can select between or add a combination of diapers, overnights, and training pants, encouraging parents to continue subscribing as their children age up and their family grows.

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Our team designed the new diaper bundle builder in a way that would reduce cart abandonment rates and keep users engaged at multiple points in the flow. It includes a clear progress bar that shows where users are in the selection process, and lets them go back and make changes as needed. Users can choose the frequency of diaper delivery, and clearly understand their selections through a highly detailed summary section. This is equally helpful and satisfying to customers and to The Honest Company’s internal operations: it encourages continued user engagement and reduces calls to The Honest Company’s customer service. These options demonstrate the brand’s value of parents’ time, while expediting user decision-making, which is ideal for acquiring first-time subscribers.

This experience is far more capable of accommodating parents, growing with their families, and encouraging retention and loyalty to The Honest Company’s brand and products. The benefits, especially higher subscriber adoption rates, are significant for The Honest Company’s business and brand. Including add-on purchases as an option increased average order value; highlighting prints, especially limited edition prints, created a sense of urgency while encouraging more engagement with the brand.

Mobile Diaper Subscription Screens
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Print and Pattern Options

The Honest Company’s prints are a standout component of the diaper bundle builder. Because the brand is known for its patterns and prints, showcasing them was a particularly meaningful decision. Before, the prints were more secondary, and displayed only through thumbnails that were small and difficult to see. Isadora Agency’s user research and conversations with The Honest Company stakeholders brought to light just how significant the prints are to users’ decision making. Now, they are a focal point in the diaper bundle builder flow.

The patterns’ boldness has a tangible effect on increasing visual engagement, and reduces the amount of copy needed to explain users’ options. It’s fitting for the brand to display these pattern options, by showing users they can have a product that’s both attractive and eco-friendly. Making these prints more prominent also integrates an element of personalization that leads to a more enjoyable experience and ties in with the flow’s social media assets. People can share their ecommerce product shopping experiences while drawing attention to these fun designs, suggesting a product that’s a perfect fit for photo-ready moments.

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Subscription Management

An improved subscription management tool gives users more options for e-commerce product shopping and accommodates parents as their children age up from newborns to babies to toddlers. Our team developed a post-purchase model that perpetuated the bundle builder’s ease of use. Its design was guided by testing that suggested users wanted to make edits more quickly, easily, and intuitively.

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Users now have the ability to log into their accounts to review their diaper selections and make changes. They can select backup prints in case their preferences are not immediately available, which keeps orders from being delayed. There are now extensive options when it comes to editing bundles: changing sizes, swapping prints, ordering discounted add-on products, accessing exclusive offers, and updating delivery frequency. Any of these changes can be made in just a few clicks, without editing the entire subscription. Additionally, users can opt in for alerts on overnight diaper shipments — which they can then add to their carts with a single click. Helpfully, this editing flow mirrors the subscription flow, which creates a sense of familiarity for users. It benefits The Honest Company’s business through reduced calls to customer service, more satisfied customers as a whole, and sustained customer retention.

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Conclusion

The remarkable results of integrating the landing page, bundle builder, and subscription management tools speak to the practicality and effectiveness of their design. It’s a strategic, user-first approach that’s authentic to The Honest Company brand, and valuable to its business needs as well as its users. These revitalized products promise to consistently amplify The Honest Company brand while increasing subscriber numbers and AOVs over time.

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