RetailTechHoReCaAI ProductInsurTechNutrition & DietE-Commerce
Case tags
Subscription Model
User interviews
RetailTech
B2C
3 December 2025
Eugene Kovpak
Senior UX/UI
kovpakeugene@gmail.com
or find me on
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Silpo

The Essentials

At Silpo, I led user research for the PLUCHS subscription experience, running interviews and usability testing across a 4-month initiative to improve subscription value comprehension. We were focused on activation through plan clarity, savings visibility, and long-term value framing.

Key
Results

Primary Result
3/10 → 9/10 users understood the value of their current subscription.
Validated in Usability testing
Secondary Result
0/7 → 3/7 users recognized the added value of long-term subscription.

Strategic
Insights

User Interviews
Users couldn't explain the subscription's value.
The problem was invisibility, not the offer.
Retention
Users didn't leave over price. They left because nothing reminded them what they'd gained.
Subscription
Subscription products live or die between purchases.
The real UX work happens outside the core flow.

Thinking
Points

Value Visibility
To establish an effective visibility value. But not disturb the customer too much with it.
Repeated value
Key value must be surfaced outside the core in-app journey.
Surfacing
Subscription products need repeated value reminders.

My Role

Role: UX/UI Designer
Period: 4 months
Team: 6 people
Responsibilities: User research, usability testing, prototyping

Business Context

About

Silpo is Ukraine's largest grocery retailer, 800+ stores, 14M+ loyalty members. “Pluchs” is a B2C grocery subscription experience designed to increase repeat engagement and make customer value more visible over time.

Business Goals

Subscription Awareness
Help users quickly notice and understand the subscription.
Long-term Plan Adoption.
Show why long-term plans offer additional value.
Long-term Plan Adoption.
Show why long-term plans offer additional value.

Validated Problem

Users rarely notice, understand, and remember the real value of the subscription, which weakens its retention potential and the willingness to purchase long-term subscriptions.
Validated through usability and hallway testing

Decision One

Make Subscription Value Visible

To increase subscription awareness by improving visibility, value communication, and access.

Decision Two

Reduce Friction to Purchase

To help users understand the offer and subscribe immediately.

Decision Three

Make Subscription Savings Visible

To make subscription savings visible over time and reinforce product value.

Decision Four

Show the Value of Long-Term Plans

To make the benefits of longer-term plans easier to compare and evaluate.

Decision Five

Validate Long-Term Plan Communication

To test how long-term plan value should be presented for clearer understanding.
EssentialsContextSubscriptionPurchaseSavingsPlansValidation