vly: Redesign of the online shop with subscription configurator

Professionalization of the online shop presence with a new, individual design and a special focus on the company's own subscription configurator to increase subscription numbers.

Hand gießt pflanzenmilch aus Karton über knuspriges Schokoladenmüsli in weißer Schale
Services
  • Shop relaunch
  • Concept & Consulting
  • Individual design
  • programming
  • Individual functionalities

With the help of a relaunch, vly was able to further professionalize its online shop presence and raise the subscription experience to a new level .

  • The initial situation

    vly is a fast-growing company specializing in the production of high-quality milk substitutes. After a development phase of over one and a half years, the company went live in January 2020 and quickly conquered the market. Right from the start, vly was present in 25 supermarkets in Berlin, and within a few months, its presence grew to over 6,000 supermarkets. In addition to brick-and-mortar stores, online sales via a Shopify store also play an important role. vly was featured on the popular TV show "Die Höhle der Löwen" (The Lion's Den) in 2020 and has since become known as the perfect milk substitute.

  • The challenge

    The design of vly's online shop hadn't been updated or optimized since the brand's launch. The brand had evolved and become more mature, and this development now needed to be reflected in the online shop. Furthermore, while the original design was visually appealing, it wasn't ideal for everyday use. Furthermore, the subscription model was an important sales channel for the brand, but it was overly complicated and not very user-friendly.
  • Drei überlappende Smartphones mit Abonnementoberfläche für Milchsmoothielieferung auf gelbem Hintergrund

  • The solution approach

    We at tante-e had already supported vly's TV appearance and presentation on the startup show "Die Höhle der Löwen" (The Lion's Den), optimizing the design at the time. Now it was our task to support the relaunch and redesign of the online shop. We worked closely with vly's in-house designer, advising them on e-commerce best practices, conversion-optimized design, and the technical specifics of Shopify. The customized design was then implemented on Shopify and programmed for vly within a short period of time.

The implementation

Reduced design
We opted for a simpler design to give the product more space and focus and not distract from the essential information.

Next-Level Subscription Configurator
A highlight is the individually designed and programmed subscription configurator, which allows customers to create their own product package and purchase it via subscription. This configurator has been integrated with ReCharge, the leading subscription app in the Shopify universe.

Focused product pages
The product pages were deliberately kept simple and focused on the essentials: the product. We highlighted USPs and special features at the top of the page and presented additional product details in subsequent sections.

The implementation

01

Reduced design

We opted for a simpler design to give the product more space and focus and not distract from the essential information.

02

Next-Level Subscription Configurator

A highlight is the individually designed and programmed subscription configurator, which allows customers to create their own product package and purchase it via subscription. This configurator has been integrated with ReCharge, the leading subscription app in the Shopify universe.

03

Focused product pages

The product pages were deliberately kept simple and focused on the essentials: the product. We highlighted USPs and special features at the top of the page and presented additional product details in subsequent sections.
Schräg schwebendes Smartphone vor gelbem Hintergrund zeigt Webseite mit bunten Joghurtbechern, Schalen mit Erdbeeren und Bananenscheiben, Händen beim Anrichten Drei überlappende Smartphones mit Abonnementoberfläche für Milchsmoothielieferung auf gelbem Hintergrund Drei schwarze Smartphones auf gelbem Grund zeigen Webseite mit veganen Milchalternativen Joghurtbechern Müslischalen und Werbeslogans zwei Smartphones vor gelbem Hintergrund mit Vly Barista Pflanzenmilchpackungen und Webseite mit Produktdetails Smartphone mit geöffneter Shopping-App Warenkorbansicht zeigt Produktbild Menge Zwischensumme Bestell-Button

The results

The relaunch resulted in an optimized user experience around the subscription and improved customer guidance to the right and appropriate subscription product. The new, minimalist design reflected the brand's more mature image and continues to serve as the foundation for the brand's success even years after the relaunch.

Lessons Learned

Integrating a subscription functionality into your online shop involves much more than simply installing a subscription app. It's important to gain the best possible understanding of the product offering and the buyer's decision-making process, and then develop the configurator based on that understanding. This approach worked very well at vly and has been successfully adopted in various other projects.

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