The Rounds

Mobile App and Packaging Design for a Subscription-Based, E-Commerce Business

OVERVIEW

The Rounds is a direct-to-consumer startup that delivers sustainable items, such as cleaning supplies, pantry staples, and personal care products. These products are delivered in reusable containers that are collected, cleaned, and refilled, reducing single-use packaging waste. This project aims to improve user interaction, retention, and satisfaction for The Rounds' app, website, and packaging.

Problem

The Rounds expressed a large membership drop-off after the first few weeks of using their service.

Objectives

How can we better integrate The Rounds into peoples’ lives to lessen drop-off rates?

Discover...

reasons for retention drop
users' comprehension of their subscription model

Improve...

communication on transparency and sustainability values
information architecture of app/website
packaging design

Client

The Rounds

Duration

10 weeks

Tools

Figma, ProtoPie & Maze

Role

Research & Prototyping

Team

Myself, Sean Meiser, Chase Engelmann, & Quynh Le

View Prototype

Research

User Journey

Competitive Analysis

Interviews

Survey

Strategy

Insights
How Might We...

Ideate & Test

Usability Testing I & II

Mid Wireframes

Iteration

Affinity Mapping
High-Fidelity Prototype

(App, Packaging & Labels)

Reflection

Impact

RESEARCH

How it works...

Customers choose from a variety of sustainable pantry to household items they want on subscription

Groceries are delivered to your doorstep via e-bike or e-van weekly on your scheduled day

Products packed in reusable containers, like glass jars, are picked up weekly whenever they're empty

SECONDARY RESEARCH

User Journey

Our team's average experience with The Rounds.

Why the sad faces?

Onboarding

Exploring Site

Autopilot/Refills

Excluding Android users
Recurring service not explained clearly
Irrelevant product suggestions
Limited dietary preferences; no allergen options
Where exactly are products coming from?
Some items don't make sense as a subscription eg. dog leash

Competitors

Focused on relevant areas competitors excelled in that could also improve The Rounds' user experience

There's an opportunity to rotate the selection of items sold and limited shopping window

Creates excitement and anticipation for users
Is more sustainable

Misfits Market

Earth Hero

One of The Rounds' goals is to be more transparent with "ingredients and carbon footprint." There could be opportunity to include more information about the item directly on the product page.

Where are items directly coming from?
How they're packed?
What makes it sustainable?

Uses scale to weigh how much product is left and will send out refill as needed

Utilize QR code to ask people how much product is left
Algorithm eventually learns customers usage

Bottomless

Once you get past onboarding, you fully understand their purpose and overall value

Long onboarding, but suggests relevant products for your family
Takes dietary preferences and allergens very seriously throughout site

Thrive Market

Earth Hero

One of The Rounds' goals is to be more transparent with "ingredients and carbon footprint." There could be opportunity to include more information about the item directly on the product page.

Where are items directly coming from?
How they're packed?
What makes it sustainable?

Misfits Market

There's an opportunity to rotate the selection of items sold and limited shopping window

Creates excitement and anticipation for users
Is more sustainable

Thrive Market

Once you get past onboarding, you fully understand their purpose and overall value

Long onboarding, but suggests relevant products for your family
Takes dietary preferences and allergens very seriously throughout site

Bottomless

Uses scale to weigh how much product is left and will send out refill as needed

Utilize QR code to ask people how much product is left
Algorithm eventually learns customers usage

PRIMARY RESEARCH

Interviews

Sales Representative & Current User

The Rounds wants to focus on “...quality over quantity” and “...change how commerce is delivered" but currently users don't feel like they're making a difference to the environment considering sustainability is one of their main goals.

Survey

79 responses

87%

want to see the expiration dates and ingredients on packaging

61%

share groceries with less than two people (including themselves)

58%

are less willing to compromise price for sustainability

Types of questions asked:

01. Experiences with different delivery services

02. What information do you want to find on food packaging?

03. Who do you typically shop for?

04. Does The Rounds sound like something you might be interested in? Why or why not?

05. How often do you usually shop for groceries?

...

STRATEGY

Insights so far...

We chose what was most important and realistic to touch on for our 10-week timeline.

More clarity on:

users' environmental impact
value of The Rounds
unique terminology

Better use of:

onboarding recommendations
packaging - differentiaing similar products and QR codes

How might we...

01.

Improve onboarding to increase user retention

02.

Better communicate The Rounds’ values and services to potential users

03.

Utilize customers' preferences to enhance the flow of the current subscription model

04.

Revamp The Rounds' reusable containers system and aesthetic to comply with current packaging regulations

IDEATE & TESTING

Usability Testing (2 rounds)

Test the current platform and prototype

Main site
Onboarding
Purchasing Items
Receiving Items

Users...

were confused at the unrelated products suggested to them during onboarding
preferred an interface that was already familiar to them (Jakob's Law)
found QR codes to be inconvenient and a hassle

The Rounds should “eliminate the amount of decisions I have to make”

“If I have to give them back this jar, do I have to take this one and dump it in another container?”

“I didn’t say I wanted any of this? Why am I getting this?”

(referring to onboarding)

ITERATION

Affinity Mapping

Subscription Model

Autopilot/Refills explanation is not communicated in a digestible way; users are confused and hesitant to continue.

Onboarding

Onboarding should explain the service briefly and effectively while perpetuating brand identity offering personalized recommendations.

Transparency

The Rounds should uphold the company's sustainability values while providing product sourcing information.

User Interaction

The main page needs a better hierarchy, functioning buttons, and needs to condense information, especially for mobile.

Communication

Users appreciate The Rounds' purpose and service but wish it was communicated better.

View

High-Fidelity Prototype

Onboarding | Purchasing Screens |

QR Scanner | Packaging & Labels

SUS Scores

Before & After

Onboarding

We added more options to food and dietary preferences, "fun facts" about The Rounds during the loading screen, and allow users to add a few relevant items, based on their preferences, to their first order rather than suggesting standard household items.

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Purchasing

The hamburger menu was condensed for easy viewing and scrolling. You now edit items, view order status and previous purchases on one screen. We also added a bag and a QR icon for a new scanner feature (see below).

QR Code Scanner

When returning jars, users can now quickly scan the QR codes on each jar in one go to be picked up and refilled when you're ready. The Rounds can also use this to keep up with inventory and create an algorithm for better product recommendations.

View Process Book

Packaging & Labels

Previous jars only had a QR code with no other labels, so we created new physical labels and QR codes for the jars.

The labels would be biodegradable and dissolvable.

Users preferred physical labels over just using QR codes
Added allergen warnings, packaging location, ingredients, content name, and size based on FDA guidelines

REFLECTION

Next Steps

If I had 10 more weeks, I would...

Discover ways to convert their non-target audience, mainly the older generation, to become consumers.
Interview more current users for insight
Find ways to utilize the app more when it comes to notifications

Our Impact

Around 2-3 months after presenting and handing off a client book, The Rounds implemented some of our feedback into their next update.

Able to Buy Once

Can opt out of subscription; not all items needed one

Choose Delivery Day

You can now choose your delivery date; was pre-selected before

View video update

New Bag Icon

Added a new item counter for upcoming deliveries

More Transparency

'Sustainability' tab is more direct about where products are sourced and how they plan on being more efficient in the future.