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Optimizing Subscription Success: Hiya Health x Recharge
Hiya Health, a modern children’s vitamin brand, partnered with Arctic Grey to revolutionize its subscription management experience. Utilizing Recharge as the engine behind their subscription program, the goal was to reduce churn, enhance customer satisfaction, and drive sustainable subscription growth.
Partnering with Arctic Grey, Hiya Health set out to revamp their online presence by introducing a membership program, developing location-based landing pages, and creating a sleek, user-friendly e-commerce platform. The redesigned website seamlessly integrates with their Lightspeed POS system, supports their unique pricing model, and enables an affiliate program, all designed to deliver a streamlined and engaging shopping experience for their customers.
27%
27% increase in conversion rate Through enhanced subscription management
39%
39% in increased sessions Total sale by products
47%
47% Increased Total sales by sales channel
Arctic Grey UI/UX Design Approach.
Improving the desktop user experience is essential for keeping visitors engaged and satisfied with any website. For Hiya Health we focused on intuitive navigation and filtering, responsive design, and clear call to action. We maintained consistent branding throughout their website, including colors, fonts, and design elements.
A cohesive brand identity helps users recognize your website and builds trust. It was important to their aesthetic to maintain a clean and organized layout, using the white space strategically and bold call to action buttons. Well-spaced content makes it easier for users to digest information and focus on essential elements, leading to easier browsing and higher click rates and conversion.
Arctic Grey’s mobile-first UX design for Hiya Health focused on creating a seamless and engaging shopping experience tailored to their luxury brand. By optimizing mobile navigation, streamlining the cart experience, and ensuring quick load times, we enhanced usability and satisfaction. Flexible templates for landing pages and product detail pages allowed for effortless updates, while improved integrations with measurement tools provided deeper insights into customer behavior. These enhancements drove higher engagement, increased conversion rates, and reinforced Hiya Health position as a leader in luxury skincare.
A Truly Diverse Range Of Action
Arctic Grey collaborated with Hiya Health to elevate the user experience across both mobile and desktop platforms. By optimizing the site’s performance, improving navigation, and creating a seamless checkout process, we successfully enhanced customer satisfaction and improved Conversion Rates (CR), showcasing the impact of our partnership.
Mobile First: We implemented a highly flexible and user-centric mobile navigation system for Hiya Health, designed to prioritize ease of use and adaptability. Categories, content, landing pages, and products were made fully customizable for placement within the navigation. This dynamic setup allowed for the seamless inclusion of seasonal categories, product types, and concerns, each with intuitive subcategories. Featured products and links could be easily updated to reflect the latest priorities, ensuring relevance and engagement.
Optimized UX: Our work with Hiya Health resulted in a cohesive and unified user experience (UX) that seamlessly aligned with their brand identity and customer expectations. By streamlining navigation, enhancing mobile and desktop designs, and creating consistent templates for landing pages and product detail pages, we simplified the shopping journey while maintaining a polished and professional aesthetic. The unified UX not only improved customer satisfaction but also led to higher engagement and conversion rates by removing friction points and presenting a clear, intuitive path from product discovery to checkout. This transformation reinforced Hiya Health reputation as a leader in luxury skincare, ensuring their online presence reflects the quality and care their brand is known for.
The Challenge
Rethinking the Subscription Experience : Hiya Health had a strong foundation with Recharge powering its subscription engine, but their team identified an opportunity to improve both functionality and design within the customer portal. Arctic Grey was brought in to strategize and redesign an experience that was not only more visually engaging but also more intuitive and user-centric.
The Solution
Our partnership with Hiya Health commenced with an understanding of their unique needs and goals. In optimizing their site and overall customer experience, we achieved the following milestones:
Customer-Centric Design & Streamlined Portal: The redesigned customer portal focused on clarity and ease-of-use, with streamlined interfaces and visual hierarchy that make it effortless for subscribers to manage their deliveries. Whether customers wanted to skip a delivery, merge shipments, swap products, or update information, the new flow made those interactions fast, friendly, and frictionless. Every touchpoint was thoughtfully reimagined to align with Hiya’s brand and support its mission of making healthy habits easier for parents.
Turning Churn Into Opportunity: One of the key initiatives was the implementation of a new save flow — a targeted effort to reduce churn by understanding why users were canceling and offering solutions that addressed those concerns. Instead of a one-click cancellation, users were guided through a tailored experience that offered skip options, delivery frequency changes, or swaps based on the cancellation reason.
A/B Testing for Smarter Save Tactics: Arctic Grey ran A/B testing on the save flows to identify the most effective messaging, incentive structures, and flow designs. The data-driven iterations allowed the team to fine-tune the experience in real-time, resulting in a massive 63% MRR save rate and 65.2% of subscriptions saved through the enhanced flow. This data-backed strategy ensured that the save tactics weren’t just guesswork—they were proven to work.
More Insights, More Impact : Prior to the update, Hiya had limited visibility into why customers were canceling. The new save flow included a built-in feedback loop that captured cancellation reasons. As a result, cancellation response collection increased by 64.4%, providing invaluable insights into customer behavior and product satisfaction. These insights are now actively used to inform product updates, marketing messaging, and ongoing retention strategies.
The Results
Hiya Health new mobile-friendly experience has driven consistent growth in both sales and site engagement, resulting in improved conversion rates.
Enhanced upselling opportunities across the site have contributed to a notable rise in online sales across all product categories.
Ongoing post-launch improvements have further boosted customer satisfaction and retention rates.
The Outcome: A Subscription Experience That Works Smarter
Seamless Integration with Recharge
Seamless Integration with Recharge
All updates were built on top of Recharge’s robust subscription infrastructure, leveraging its flexibility and powerful APIs. The new flows integrated seamlessly, ensuring zero disruption to existing subscribers and maintaining stability while new features rolled out.
Driving Growth Year Over Year
The strategic improvements to Hiya’s subscription program didn’t just boost retention—they also supported growth. With the new experience in place, Hiya saw a 7.6% increase in subscriptions year over year, proving that great design and intelligent automation can meaningfully support acquisition and loyalty alike.
Empowering Upsells and Flexibility
The updated portal wasn’t just about stopping churn—it also encouraged deeper customer engagement. Features like product swaps, upsells, and delivery date merging empowered users to take control of their subscriptions in a way that supports their changing needs. These flexible options added value to the customer experience and drove higher average order value (AOV) over time.
Our Process
Discover
Define
Develop
Quality Assurance
Deliver
A/B Testing
01 Research
We start our partnership with a client with a kick-off call with a dedicated member of our Success Management team. There, we discuss the site in detail, UX and UI goals, any existing pain-points, and potential solutions. Our team of Success Managers have extensive knowledge of Shopify, and provide ongoing support and daily communication to our clients.
02 Branding
We believe in the power of simplicity and strive to create eCommerce solutions that embody both elegance and functionality.
03 UX Design
From there, we dive right in to the branding and UX design with our talented team of designers. Our focus on delivering results has solidified our commitment to crafting the finest Shopify experiences through dynamic and beautiful UX and UI, and The Cashmere Sale was no exception.
04 UI Design
Our global team of developers are unparalleled in the pursuit of perfection of creating dynamic and responsive themes, that also allows a merchant the ability to manage their site through advanced customization features.
05 Development
We are multi-award winning Shopify Plus Design & Development Firm.
At Arctic Grey, we craft the most exceptional eCommerce solutions for Enterprise Merchants worldwide. Our commitment to excellence is evident in the overwhelmingly positive feedback from our clients, with over 500 Five Star Reviews.
06 Quality Assurance
Our talented Quality Assurance team test each element of a new site, from both a technical and user’s perspective. They are true perfectionists, and have extensive knowledge of UX and UI best practices on all mobile and desktop devices.
07 A/B Testing
AB Testing is crucial, and we are passionate about delivering excellence for our clients by using clear, data-driven results driving all decision making.
The Multi Award Winning Shopify Management Team at Arctic Grey
Brooke Sanderson
Merchant Success Director
Jake Amos
Co-Founder
Truc Peter
Senior Account Executive
Giana Moretti
Senior eCommerce Manager
Anthony Spallone
Co-Founder
Thiara Fernández
Account Executive
Caroline Jay
eCommerce Manager
Hugo Silva
Senior Solutions Architect
Maddie Schwartz
Senior Account Executive
Best Website Design 2022
Best Web Developers in New York 2022
Top Web Developers 2020
Top Web Developers 2024
Enterprise Shopify Plus
Best Development 2021
Top Digital Agency 2024
Best Shopify Agency
Best Support 2021
Engineering each solution
Arctic Grey employs an innovative approach to enhancing customer experience. Through targeted research, we’ve identified and addressed potential points of confusion in our product offerings. This allows us to refine the user journey, creating a more seamless and engaging shopping experience. Our insights will continue to guide future project developments.
Throughout this project, we have delivered and continue to provide the following services and benefits:
- Strategic Product Placement – Maximizes visibility and ease of discovery for customers.
- Email Marketing Optimization – Boosts engagement and drives repeat purchases.
- Custom Upsell Cart Drawer – Increases average order value with tailored recommendations.
- Fully Responsive Experience – Ensures smooth navigation across all devices.
- Site Speed Optimization – Reduces load times, improving customer satisfaction.
- CRO & AOV Optimizations – Drives conversion rates and revenue growth.
- Core Web Vitals Management – Enhances site health and performance metrics.
- 24/7 On-Demand Support – Provides continuous assistance for uninterrupted service.
- End-to-End (E2E) Shopping Experience – Delivers a cohesive and streamlined shopping journey.
The Conclusion
Through our partnership and the robust capabilities of Shopify’s flexible platform—featuring advanced customization options and extensive app integrations—we have laid a solid foundation for Hiya Health ongoing success and a promising future.
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