Cookr is a homemade food delivery platform that connects customers with verified home chefs for fresh, everyday meals. While most users order regular homemade food on demand, Cookr also offers subscription plans for customers who want consistent daily meals without the hassle of ordering every day.
Subscriptions represent one of Cookr's most valuable revenue streams because they drive higher retention, predictable recurring revenue, and stronger customer loyalty compared to one-time orders.
However, many users were starting the subscription journey and abandoning it before completing their purchase. Despite strong interest in the plans, the existing experience wasn't helping users understand the value of what they were subscribing to.
This project focused on redesigning the subscription purchase experience to build trust, improve decision-making, and help users confidently commit to a meal plan.
4 Weeks
The existing subscription flow asked users to make decisions before helping them understand the value of the plan.