Overview

Background

Payment-related issues are the #1 cause of Autoship (Chewy's repeat delivery program ) disruptions, accounting for 54% of all disrupted orders. To save Autoship orders, we wanted to increase adoption rate of backup payment methods.

Backup payment methods was launched on 8/2024, where pet parents began to be able to assign a backup card/ other payment method that would be charged in case their regular payment method ran into an issue. However, despite the launch, adoption rate was low. Hence, ways to encourage customers to opt-in had to be explored.

Opt-In Ingress

Moving onto an idea of an ‘opt-in ingress’ that takes customer to choose a backup payment method, we then identified the best places to position these ingresses. We made the choice based on the page views and the relationship to Autoship.

Messaging direction

Through UX research, I found that pet parents resonated most with messaging that leaned in to the value proposition of being able to avoid delays with their pet's care. I also found that they preferred being able to chose their backup payment method as opposed to being suggested one.

Building a scalable component

I was planning on using the existing 'ingress card' component,  however, it was not compatible with the app, breaking on wide mode with the arrow too far away on desktop view. So, I designed a custom component, with the breakpoints across different screen sizes in mind.

Seamless integration into pages

With several different pages this ingress point was going to live on, I had to make sure it matched the design of the rest of the page.

Placement on the Chewy home page

Placement on the account page

Final Designs

Outcomes

Launched in three places (Account, Manage Autoship, Autoship List Page), with further placements to be launched later.
214 % increase in average daily backup payment methods adds
Assuming steady rate, this translates to 461k customers organically adding a backup payment method per year.