Hopsy
Growth Designer
Marketing, engineering, customer support, and leadership
On-site
2 months
I designed an offer page experience that made the purchase process more transparent and aligned customer expectations with the actual product offering. The redesign reduced ambiguity around recurring billing and gave customers clear choices between subscription and one-time purchase options. By surfacing flexibility and customization before commitment, we built trust through transparency and helped users feel more confident in their decisions.
Deep dive into the project 👇🏻
Hopsy is a beer subscription service that delivers rotating, 2-liter bottles of craft beer straight to customers’ doors, offering a taproom-quality experience at home when paired with its standalone draft beer machine. This project focused on improving the offer page to clearly communicate the subscription model and encourage confident sign-ups from new customers.
Customer support data revealed that many users believed they were making a one-time purchase, not enrolling in a subscription. This confusion led to mismatched expectations and early cancellations. The goal of this project was to clarify the first purchase experience, increase customer trust, and set clear expectations to support long-term retention.
Hopsy’s primary users were craft beer enthusiasts who valued convenience, variety, and the experience of enjoying fresh, taproom-quality beer at home without visiting a brewery.
Many were first-time customers discovering Hopsy through promotions and were unfamiliar with subscription-based alcohol delivery, making clear expectations around pricing and commitment especially important during the initial purchase experience.The primary users of the subscription service are craft beer enthusiasts who value convenience and the experience of enjoying fresh, taproom-quality beer at home.
This project was constrained by a tight timeline and limited research capacity, requiring a focus on speed and high-impact improvements. The scope centered on clarifying subscription messaging and plan options on the offer page, with an emphasis on surfacing the most critical subscription details upfront without overwhelming first-time customers.
I conducted a detailed UX audit of Hopsy’s existing offer pages, reviewing multiple live pages and identifying inconsistencies, unclear messaging, and friction points. Highlighting where customers were confused about recurring subscriptions, plan details, and customization options, providing a clear roadmap for improvements.
I reviewed curated box and subscription-based eCommerce experiences to understand how similar companies communicated pricing, commitment, and flexibility. This helped identify common patterns for setting expectations, presenting plan options, and reducing friction during sign-up.
Insights from the competitive analysis and UX audit were synthesized to define key opportunities: consolidate fragmented offer pages, clearly communicate recurring billing, and highlight flexibility and customization earlier in the experience.
I proposed a single, unified offer page accessible from the main site navigation to replace multiple inconsistent offer pages.
I mapped a new offer page flow that clearly separated paths for subscription and one-time purchase, with strong emphasis on customization. The flow was designed to make plan flexibility obvious before commitment, reducing surprises after purchase.
I created high-fidelity wireframes for the full offer page experience, focusing on clarity, hierarchy, and decision-making moments throughout the flow.
After iterative reviews and feedback, I finalized responsive designs for both mobile and desktop. The final designs emphasized transparency, flexibility, and control, allowing customers to confidently choose a subscription or one-time purchase and tailor the experience to their lifestyle from the start.
After presenting the design to stakeholders and once everyone was onboard we were ready to implement. Unfortunately, soon after the project had to be put on pause due to other projects that took priority.
Once the project gets implemented we will be able to see if this approach increases conversion rates and improves customer satisfaction. We would also like to track the success of the “Mini-Quiz” to determine if we should implement more robust options to help customers get started and offer better beer recommendations based on their taste preferences.
Optimizing the upper funnel pricing presentation to improve conversion
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