In June 2016, Munchery made membership mandatory for new customers. Users got a free 30-day trial, but after that, it was $8.95 per month. 

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By August, 70% of the calls to CS were people who didn't know they had signed up for membership until they saw the charges on their credit card. 

 

Munchery decided to run a Membership-optional test. The hypothesis being that if people had to opt in, they wouldn't be caught by surprise.

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My team came up with an elegant UX solution that was, unlike the previous business decision, designed to delight the customer. 

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Creative/UX Direction: Cynthia Maller

Product Managers: Lisa Mann, Dan Preiss

UX Lead: Rebecca Reuben

Content: Cynthia Maller

Visual Design: Cynthia Maller, Rebecca Reuben

Engineer: Katarina Blagojevic

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