Improving the Subscription Experience

VIVA Raw partnered with Vaulted Oak to refine their custom subscription box calculator and builder, with a particular focus on clarity and ease of use for first-time buyers. Serving dogs, puppies, and cats along with occasional specialty recipes introduced, there was a high need to remain flexible and lean. The project broke down into three main focuses: the feeding calculator; the box builder; and a first-time buyer sampler offer.

Subscription Calculator

The Feeding Calculator

While the underlying logic remained unchanged, the calculator’s interface and experience were refreshed. It was migrated into a single-page experience, allowing more space for form UI and improving overall readability. This shift also repositioned the calculator as a clear, low-friction first step in the subscription journey.

Subscription Builder

The Box Builder

The majority of the experience updates focused on the box builder. Customers needed to clearly understand how their calculator inputs informed an auto-filled box, while still freely allowing adjustments. To support this, the experience was reframed into two complementary sections: one dedicated to browsing and selecting products, and another focused on the box itself. As the box view dynamically updated if recipes amounts were changed in the product section, reinforcing transparency and control.

The box summary holds pertinent information for easy understanding of how the calculator input informs recommendations.

Sampler

The First-Time Sampler

To improve trust and reduce hesitancy for new customers, VIVA Raw introduced a sampler offer designed as both an incentive and an onboarding tool. First-time buyers receive 10 lbs of recipes free, with available selections dynamically filtered based on the pet information entered in the calculator. Clear communication is key helping customers feel confident in both their immediate purchase and their ongoing subscription

When selecting sampler recipes, customers are shown a pre-filtered list based on the pet information entered in the calculator.

Within the order overview, customers are presented with a clear summary that outlines the steps that correlate with 1) the sampler box then 2) the subscription box.