Challenge: Make it desirable The first version of the Siwar site created two independent purchasing routes: shop & weekly plans were separate tabs, which created a system that didn’t necessarily encourage one over the other. It was important for us to create a more cohesive e-commerce experience by removing all barriers, and driving users to subscribe to the service. We did this by emphasizing the minimum order for free shipping, and potential savings via subscription, and most importantly, by incorporating the subscription option into the user flow, encouraging “custom bundling” options when users hit a number of items in their cart.