Building the online experience around how meal subscriptions actually work, from choosing recipes to changing plans and receiving the next delivery.

Customer Journey MappingData Driven UX & UIData Integration & Augmentati…Subscriptions & Loyalty

WOOP!

WOOP's model did not fit a standard ecommerce checkout. Customers needed to manage preferences, recipes and delivery dates together, while the business had to preserve existing subscriptions and sell perishable inventory within specific time windows.

The project
WOOP supplies meal boxes using pre-prepared ingredients and sauces, designed to make home cooking quicker. Overdose built a customised Adobe Commerce platform around that subscription model.
The project included bespoke sign-up and checkout, flexible recipe combinations, a review platform and scheduled inventory logic. Existing subscription records, payment tokens and schedules were migrated at launch. Work with Dotdigital extended the standard integration to capture the data and triggers needed for WOOP's communications.
Scope
- Customer Journey Mapping
- Data Driven UX & UI
- Data Integration & Augmentation
- Subscriptions & Loyalty
- Systems Architecture (Strategy)

Connected systems

Integrations

Overdose. integrated Woop with Adobe Commerce’s completely custom BE and FE capabilities and really pushed the boundaries when it came to custom integration to ensure scheduled notification pushes, custom API data capture and direct integration with dotdigital email. Utilising the custom functionalities embedded in their new site, Woop can now provide instantaneous updates to their customers through bespoke marketing integration that connects seamlessly to dotdigital. This helps update customers on any account changes that include frequency, recipe and menu personalisation. Email capture was a major focus for Overdose. as with a high sign-up rate Woop can retarget abandoned checkouts using custom messaging that has proven to result in high user growth and revenue.

Platforms & integrations

The shared platform records behind this case study.

Integration

Platform

Adobe Commerce
Platform / integration

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Challenge
Transferring existing subscriptions and plans from legacy site
Woop required seamless transfer of existing customer subscriptions and their schedules from the legacy site to the new site.
Solution
Overdose. came up with a custom-built solution which allowed the transfer of all existing customers and their subscriptions data including payment tokens and updated schedules on go-live day, which ensured that no updates went missing.
Challenge
Unique Marketing Automation requirements
Since Woop is a food box business, their Marketing Automation requirements are not common and require custom solutions.
Solution
We partnered with Dotdigital specialists to come up with solutions that allowed us to extend the default Dotdigital module to capture unique data and add triggers for fully custom marketing flows.
Challenge
Custom checkout
As client business is not traditional eCommerce, the whole customer flow has to be bespoke.
Solution
Overdose. completely reengineered Adobe Commerce sales flow to capture all of Woop’s requirements, which resulted in the custom-built signup and checkout, which allows customers to view recipes, change preferences, select delivery dates and eventually subscribe - all in one place.
Challenge
Sophisticated inventory logic As a food business, Woop deals with perishable products, which only have stock for a limited amount of time.
Solution
We introduced logic that allows them to check and sell inventory through specific time periods according to the client’s business and shipping rules.

Experience

UX & UI

Flexibility and choice are something that Woop customers have voted as their number one motivators when deciding on a food box service, so this was a significant factor when designing the new Woop Site. Giving customers an easy to use and functional recipe section where they could view, mix and change their recipes or plans on a weekly basis is something that has made a large impact on overall customer satisfaction. With over 5 different plan types, 2-4 possible recipes and flexible weekly or fortnightly options all contribute to this customer choice. The checkout process needed to be both user-friendly and functional so addresses and emails could be captured efficiently without user disruption. This was implemented by incorporating a beautiful form where customers can enter their details and delivery address before progressing to recipe selection. This allowed email capturing so that any abandoned checkout could be retargeted and address validation in case a customer was outside of the delivery regions. By keeping this form minimal, customer usability is kept high without asking for a long list of personal information before they even see the recipe selection. Customer feedback is integral to Woop So they can continue to improve their recipes on a weekly basis. We made sure this was integrated across the customer journey so customers can easily review their recipes and provide comments without being taken away from their delivery view. Sleek pop-ups and tick boxes were added underneath each recipe where the customer can add their review on the recipe which gives Woop a better idea on customer satisfaction and allows customers to feel as though their voice is being heard.