Artza Box
Client
Artza
Focus
Subscription Strategy
Gifting
Conversion
Storytelling
Role
UX/UI Design · Ecommerce Strategy · CRO
Artza had strong demand for its curated boxes and products, but one-off purchases were competing with the subscription model. The challenge was to make annual subscriptions the natural choice while preserving one-time purchasing as a benefit for existing subscribers.
Turning one-time purchases into long-term relationships
Annual subscription first
Reworked the homepage to lead with the value of an annual subscription, positioning seasonal subscriptions and one-time purchases as secondary options.
Storytelling with purpose
Put Artza's social impact at the heart of the experience, connecting every purchase to the small businesses and charitable organizations it supports.
Conversion throughout the journey
Introduced strategic subscription upsells across the homepage, landing pages and cart to move customers toward annual plans.
Flexible design system
Built reusable components and patterns to create consistency across content-rich brand and commerce experiences.
Balancing access with subscription value
Designed for product discovery
A flexible collection experience built to make a complex range easy to browse, compare and explore.
Gated one-time purchases
Created a logged-in experience where one-time products became an exclusive benefit for existing subscribers.
Protecting subscription value
Allowed Artza to continue selling individual products without making one-off purchasing a substitute for subscribing.
Impact-led commerce
Made the social impact of each purchase visible throughout the experience, reinforcing the connection between buying and supporting others.
Making annual membership the obvious choice
Clear subscription benefits
Surfaced the value of annual membership at key decision points rather than leaving customers to work it out themselves.
Annual-first upsells
Introduced contextual upgrades across the journey, helping one-time and seasonal shoppers discover the benefits of going annual.
Customized gifting
Created a more flexible gifting experience designed around different occasions and recipients.
A more emotional purchase decision
Combined functional subscription benefits with the stories and impact behind each box.
Outcome: From a product purchase to a reason to subscribe
The experience shifted the focus from selling individual boxes to building a stronger subscription proposition, while still giving existing subscribers access to one-time products.
By combining conversion strategy with Artza's social impact story, the redesign made the subscription feel less like a recurring transaction and more like an ongoing way to discover, support and give back.
