Lean UX — Sunreef — juice subscription
A cold-pressed juice brand wants repeat purchases without discounting.
Business problem
Repeat purchase rate is 11%. Most first-time buyers never return within 60 days, so acquisition spend never pays back.
Business outcomes
• Repeat purchase within 30 days up from 11% → 25% • Subscription attach rate 15% of new buyers • CAC payback under 90 days
Users
• Beach-café regulars buying 2–3 bottles a week • Health-tracking commuters ordering online • Café owners restocking weekly
User outcomes & benefits
Fresh juice arrives without thinking about it, at a price that feels fairer than buying bottle by bottle.
Solutions
• 'Repeat this order' one-tap reorder • Weekly flexible box with skip/pause • Reminder 3 days before the usual reorder point
Hypotheses
We believe repeat purchase will reach 25% if regular buyers can pause or skip a weekly box in one tap.
What's the most important thing to learn first?
Do buyers actually want a commitment, or only a faster way to reorder?
Least amount of work to learn it
Fake-door 'Start weekly box' on the order confirmation for 2 weeks; measure intent clicks against a reorder-only variant.