Oats Overnight / The customer app
Easier orders. More reasons to stay.
A subscription experience built to help customers help themselves—and give the business more room to grow.
Customer experience · Ecommerce · Retention- additional monthly sales
- ~$50k
- fewer cancellations
- ~15%
- monthly logins
- +50%
Reported after the initial app redesign.
The app contributed to the reduction.
From 30,000 to 45,000 after the redesign.
Results reported in the original case study, across the broader product team’s work. Figures reflect the periods described there.
One app. The whole customer relationship.
Ordering, discovery, feedback, and referrals in one familiar experience.
Make everyday ordering easier
A better place to buy again.
New flavors and products sit alongside the next delivery.
Build the next box.
Flavors, reviews, and quantities together.
Make room for something new.
The ordering system extends to Protein Coffee.
Build reasons to come back
Loyalty throughout the experience.
The updated home, rewards, and progression work together to encourage repeat visits and participation.
Give customers a voice.
A custom survey brings flavor feedback into the app.
Turn enthusiasm into referrals.
A simple invitation, with the next reward in view.
From personal notes to rewarded feedback.
The ratings tool evolved alongside the wider loyalty experience.
Give the product room to grow
Oaty: a foundation for what comes next.
Shared components, tokens, and documentation kept design and engineering moving together.
The business problem
What needed to change.
Simple subscription changes were becoming support tickets. Returning customers had to navigate a store built to win new customers just to swap flavors or adjust an order.
Our approach
What we made better.
We rebuilt the experience around those everyday jobs: manage an order, choose flavors, and keep a subscription that fits. A shared design system helped engineering carry that clarity into new products, referrals, and loyalty.
Project contribution
Tyler led product design, research, and the Oaty design system, working with Oats Overnight’s engineering and business teams.
Flavor Ratings
Got something you’re trying to figure out?
