Rent the Runway - 2020
Pause with Items
Rent the Runway offers monthly subscription plans in which members pay for a specific amount of shipments of items. Each shipment includes 4 items and they can use them as they like throughout the month. These plans are flexible and the members can pause or cancel at any time. For this project, we launched the ability for members to temporarily pause their membership and pay a smaller fee to keep some items at home. This feature was built as self-service on the member's account from our iOS App or Website.
Role
Product Design
Team
Stephen Thomas (UX Designer), AJ Fragoso (iOS Developer), Michael Catlin (SF Developer), Sarah Albert (Product Manager)
Output
Desktop, Mobile Web, and iOS
The Problem
As the Pandemic demanded we stayed at home, we saw the rate of swapping items decline. However, members of our community are still working from home and have a need to get dressed every day.
The Hypothesis
Given the choice, some members would pay a lower monthly fee to be able to keep items at home and remain active, rather than canceling or fully pausing their membership, leading to higher revenue & loyalty.
The “How”
When a member accesses their account to pause/cancel, we would message the change in policy that allows them to keep items at home during their pause term, for a flat fee per item.
We added the ability for members to pause their membership while keeping items at home.
In the flow, we will give them the option to pause and pay a lower price to keep their current items, or return their items and pause without paying. The members always have the option to resume membership to continue swamping their rentals for new clothing items.
Once their paused month passed, the members could opt into extending their membership pause with items at home for the same flat fee.
Since the launch of self-service Pause with Items, adoption is at 23%.
Additionally, 16% of members who have paused their swapping membership have chosen to pause with items, exceeding our 10% goal.