Cymbiotika Arise
Led design and product strategy to increase retention rates and subscriber satisfaction.
RESPONSIBILITIES
Product & Design Management, Strategy, User Research
TOOLS
Figma, Monday, Google Optimize, Google Analytics, Hot Jar, User Brain
TIMELINE
December 2023 - September 2024
overview
ABOUT
A robust loyalty program
Cymbiotika is a brand offering clean and natural wellness products. The Cymbiotika Arise program aims to enhance customer engagement, retention, and loyalty by providing subscribers with tiered discounts as well as an experience that involves various wellness activities, educational content, and gamified features.
THE GOALS
Retention and engagement
Leadership wanted to transform Cymbiotika from being perceived solely as a supplement company to a comprehensive wellness brand. The focus was on increasing retention rates, brand loyalty, and customer satisfaction through the Cymbiotika Arise program, available on both the upcoming app and customer portal.
Increasing Engagement
THE PROBLEM
Brand perception and engagement
While Cymbiotika is known for selling natural supplements, it aims to become a holistic wellness brand. However, user research showed that our customers' perception of the brand does not align with this goal. Customers also showed the desire for ways to connect with each other to discuss topics and questions.
THE SOLUTION
A wellness community
A growing subscriber-only wellness community with over 3,000 active monthly customers, where members connect, discuss wellness topics, and learn from our wellness & product experts.
Ranked #2 reason for account logins, according to a survey with 1800+ subscriber responses.
Community members show higher Average Order Value, Lifetime Value, and are more likely to buy and try new products.
“I’m really grateful for the community in Arise. I always such helpful responses! I find myself checking it first thing in the morning now.” - Alexandra V. , subscriber
“I feel like a girl scout again collecting all my badges. I’m obsessed!” - Jessica P. , subscriber
THE SOLUTION
Gamified wellness challenges
Subscribers can participate in monthly wellness challenges, earning fun illustrated badges while promoting their health and wellbeing.
Over 3,000 subscribers engage in these monthly challenges.
Badge challenges also successfully upsell products.
Users see Cymbiotika as a supplement brand.
Users lack ways to interact with the brand.
Boosting Daily Active Users
THE PROBLEM
Lack of ease and incentive
While the community and challenges increased engagement among active customers, many subscribers were either unaware of these features or did not see the incentive to create an account.
THE SOLUTION
Gamified and incentivized check-ins
To cost-efficiently incentivize account creation and sign-ins, we conducted user surveys and identified giveaways as an effective method. Partnering with brands, we arranged subscriber exclusive monthly product giveaways at no cost. We integrated these giveaways into a daily check-in feature, gamifying logins with streaks.
Daily active users increased by ~62%
New subscriber account creation and logins increased by ~65%
“I love that I have a chance to win cool giveaways just by checking in! It’s really got me invested in keeping my check-in streak.” - Sunny M. , subscriber
Users find the sign in flow cumbersome.
Users don’t see the incentive in signing in.
THE SOLUTION
A streamlined account creation and sign in flow
Redesigning the existing flows through customer interviews and usability tests reduced friction for subscribers in account creation and login.
Increased average ease of sign-in rating to 5/5
Reduced customer service tickets for account creation and login by 78%
Reducing Skipped Subscriptions
THE PROBLEM
Customers skipping subscriptions
Customers often skip their subscriptions, reducing monthly revenue. Surveys and interviews revealed this was due to an excess of products. This is both a business issue and a user problem, as supplements are recommended to be used daily to be effective.
THE SOLUTION
Streak incentive challenge
To incentivize daily supplement use and reduce subscription skipping, we launched a streak incentive challenge that rewards users for maintaining streaks. Customers can claim exclusive gifts at various milestones.
Internal Motivation: Educating users on the importance and science of daily supplement use
External Motivation: Offering exclusive gifts as incentives and gamifying streaks
Users are not aware that daily usage is recommended.
Users skip subscription due to abundance of products.
