Wantable is a monthly women’s fashion subscription service that uses a website to manage subscriptions.

The good bits

  • Wantable provides a free sample to the new user. She is able to run through a customization wizard and see her individualized results before being prompted to sign up. This gives the new user an opportunity to see the range of options available before committing to an account or sharing her Facebook information, makes the experience immediately interactive, and provides a personal focus.
  • The user is funneled through a clear path of next steps. On the home page, tapping “Get started” will auto-scroll the page to where the user can select her clothing type. Upon selection, she is given more details, a “How it works” breakdown that is transparent about pricing, and another call to action to take her to a customization wizard.  A progress bar and clear titles are provided throughout the wizard. At the end of the wizard, after the user signs up, she is funneled immediately into the checkout process.
  • With the exception of the first step of the wizard on which information is required and detailed, the remaining questions are highly visual, based on a simple scale of Love/Like/Dislike, and all are set to the default Like” option so that the user does not have to change anything if she doesn’t want to. The user is not burdened with making choices for every item, allowing her to focus only on the ones that really matter to her. She can even skip all of the steps after the first one and address them later.

To be improved

  • Some of the text and “Get started” buttons on the first few pages could be easily missed due to their placement atop busy background photos.
  • The new user has to create an account before purchase, which, while emblematic of many subscription services, is still less ideal than a guest checkout experience that can be used to generate revenue for not-signed-in users. The service could consider offering a guest checkout experience for new users to try one delivery for free, and then require them to create an account to get another order.
  • The first step of the customization wizard requires the user to fill out many detailed size measurements, which may create a large drop off point. For example, if the user doesn’t know her inseam, she may have to pause the process to find/measure it (the site provides no instructions as to how to measure it), make up a number (which may result in a poor fit), or abandon the process entirely. While these measurements are critical to the new user getting well-fitting items, the wizard could instead begin with the easier and more inspirational choices seen towards the end of the wizard.  These would ease her into the more difficult questions and get her excited about the items for which she is providing sizes. Interestingly, the first step of Wantable’s makeup subscription customization wizard is much simpler, and more visual.
  • Additionally, the user is asked to provide those size measurements before she chooses the types of clothing (tops, bottoms, etc) she wants to receive. This is another good reason to consider switching the order of the steps, so that the clothing type answers could be used to filter the measurements required. The less the new user has to fill in, the less her chance of abandonment or making mistakes.
  • Choices made in the customization wizard are not cached and previous steps are not browser back button accessible.  If the new user taps her browser’s back button or refreshes the page, she will be taken to the very first step with all the fields cleared out.  Instead, Wantable should cache this information, at least for the customer’s current session.
  • There are places in the customization wizard where text and imagery is misaligned. The onboarding experience is a critical point for building trust. Even small errors can erode a potential customer’s faith in a site’s ability to secure payment and profile information.