Auto-order

Subscription was our frontrunner, but we decided to test additional options out of concern that it might drive too much comparison with Amazon’s Subscribe & Save feature.

Presentation slide that highlights why we first chose the name 'Subscription.'

Slide from my presentation deck that highlights why we initially went with Subscription and what we would have to consider when selecting a new name.

A new name would have to meet the criteria I defined:

  • Communicate the value (discounts and savings)

  • Easy to comprehend (customers would associate it with setting up repeat orders)

  • Has a clear verb-noun relationship (subscribe/subscription)

The next step was to generate a list of names to test based on this criteria.

Presentation slide that lists the findings for the four terms we tested: Auto-orders, Repeat orders, Always in cart, Subscriptions.

Our findings from testing these terms with users.

Pros for using Auto-order over Subscription: 1. Users highlighted that they thought the name indicated “minimal oversight” and 2. Users more readily equated Auto-order with the concept of “personal touch” over Subscription.

The UX Researcher combined these names with the Product Designer’s prototype to test user perception and comprehension, then shared the results with me so I could synthesize them.

I presented how I reached my final recommendation to the VP of Design, Director of Content Design, and the heads of Product and UX Research.

Presentation slide that lists the criteria for a new name.

I identified that the new name we selected needed to be broad enough to encompass our product value and positioning statement, the current and future state of the product, user mental models, and Instacart’s complete product ecosystem.

Presentation slide that shows the Instacart features that ladder up to the value pillar 'faster and easier shopping.'

Needed a name for the first block in this product ecosystem.

Here are two screens from the prototype we put together for user testing.

Everyone agreed that Auto-order was the best option to fit our suite of faster shopping features.