Oats Overnight / The customer app
From subscription friction to a reason to come back.
Making an essential customer experience easier to use—and giving it room to grow.
Product · UX · Research · Growth
01The problem
A fast-growing subscription business was asking returning customers to manage their orders through an experience built to acquire new ones. Swapping flavors, skipping a delivery, and making simple changes often meant asking support for help.
02What I saw
I looked at support tickets and session recordings, then talked to customers. The experience needed to follow their intentions: manage my order, change my flavors, and keep a subscription that fits my life.
03The idea
Make the everyday tasks easy first. Then use that stronger foundation to build a useful relationship with customers beyond the next delivery.
04 / What I made
An experience with room to grow.
I redesigned subscription management and flavor swapping, and created Oaty, a shared design system adopted by engineering. The experience kept evolving with feedback tools, new product experiences, referrals, and loyalty.
Finished flavor-management and Protein Coffee experiences. The same product foundation, expanded around new customer needs.
05What changed
The source case study reports monthly logins moving from 30,000 to 45,000 after the initial redesign, alongside fewer support requests. The app became a home for subscription management, customer feedback, loyalty, and ongoing product improvements. These were team outcomes, not the result of design alone.
06My role
I led product design, customer research, the Oaty design system, and ongoing experience improvements, working with engineering and business partners to ship and evolve the app.
Flavor Ratings
A good place to start
Got something you’re
trying to figure out?
Tell me about the business, the idea, the weird problem, or the thing that could be better.
Tell me what you’re working on