Harry’s Starter Set

Context: The Shave Trial Set was Harry’s discounted starter kit for new customers. Purchasing it automatically enrolled users into a monthly subscription.

The Problem: User surveys revealed confusion about what the set included (e.g., how many razors were in it), leading to post-trial drop-off.

Our Solution: Refreshed Trial Set imagery and copy to clearly communicate the full assortment and key features, tying callouts directly to user-valued details. Clarified subscription terms and provided an opt-out option.

The Process: Analyzed survey data and NPS scores to pinpoint pain points.

1. Highlighted features users valued most (weighted handle, blade count, shave gel).

2. Tested updated copy and imagery with a small user group, iterated on feedback.

My Role:

  • Wrote all page copy and product microcopy

  • Assisted in running user surveys and analyzing feedback

  • Ideated content solutions based on findings

The Team:

  • UX Writer/Content Designer: Audrey Siaw-Asamoah

  • UX Designer: Monica Han

  • Strategy & Ops: Colin Sullivan

  • Lead UX/UI: Federico de Sanctis

  • Engineering

Impact:

  • Reduced churn from the Starter Set by 40%

  • Boosted subscription retention

  • Established clearer naming conventions across the site

  • Gathered actionable user data for the subscription program

  • Busy descriptor bullet points with hard-to-see icons

  • Gallery flow did not clarify users received one razor handle with refills

  • Gallery flow could include more product details to clarify what set includes

PDP Before

Testing Results

We conducted user testing on our first version. Overall, they were confused by four things:

  • What we called this set. I conducted an informal content audit and found our site referred to this set as both a Trial Set and a Starter Set interchangeably

  • The icons in our description bullets

  • The image microcopy (too small, looked clunky to them)

  • How ordering one Trial Set automatically enrolled them in a monthly subscription - this needs to be clarified or removed

Gallery Flow 1

This was a suggestion my designer and I brought to the team that included microcopy with guiding product details as users’ hovered over images in the gallery flow.

  • After my content audit, I opted for a consistent naming pattern for this set to: Starter Set

  • My designer removed the icons to streamline the description section visually

  • I simplified image microcopy and kept one product shot per photo except the first

PDP After

  • I connected with the Brand, Engineering, Strategy & Operations to inquire if we could eliminate the automatic recurring monthly subscription

  • We came to the conclusion users be given an option to subscribe to blades rather than automatically enroll them after ordering a Starter Set

  • We then added a drop down feature to allow our user to select their frequency should they choose to subscribe

Next

Harry's Plus Flow