Hello Bello diaper subscription
My role: Creative Manager, Copy & Content
My contributions: research, content strategy, experiment planning, journey mapping, UX/UI copy
The challenge: low subscriptions due to a clunky user journey, high friction, and poor information hierarchy
The results: increased subscriptions 26%
Celebrity clients Dax Shepard and Kristen Bell launched a new brand of premium, affordable baby products with Hello Bello, and the team wanted to improve their diaper subscriptions. I planned several A/B tests to see what messaging framework might land with this audience. The winning experiment, to the right, leaned into the product’s value propositions of affordability, the convenience of home delivery, and an exclusive assortment of seasonal designs. Scroll down to see the full experiment!
Before
After
Here’s what worked
Sticky header and footer for desktop and mobile
Hero image featuring the product on a cute baby instead of a subscription box
Post-CTA disclaimer to prevent cancellation concerns
“Bubble” swatches above the fold to showcase the exclusive prints and patterns
Social proof with reviews, press, and awards
Scannable icons and images to show what’s included in a subscription box
Skimmable information hierarchy with FAQs to address questions
My contributions
researched pain points, mining reviews and user verbatims
conducted a content audit, competitor analysis, and gap analysis
created narratives, journey maps, and a new end-to-end flow
collaborated with design, research, marketing, and legal
wrote all copy for launch and optimizations
In the experiment on the bottom right, I organized the ingredients as an interactive graphic with modals instead of static tiles. But busy parents preferred the simplicity of a single scannable surface instead of a complicated interaction pattern with more clicks. Makes sense!
A/B testing and multivariate testing increased subscriptions 26%
