Rent the Runway’s mission is to empower women to look and feel best in what they wear every day — but its complicated offering was unnecessarily losing customers.

Overview
Rent the Runway allows people to rent, subscribe, or buy pre-loved designer clothing items for a fraction of the retail price. When a new user comes to site, the prospect experience has 3 major jobs to be done:


• Explain what Rent the Runway is as a concept.

• Show the value of renting vs. buying.

• Communicate all of the ways someone can use the service.

There’s a learning curve to the membership program, and customers often don’t understand what they’re signing up for until they physically use the product. Even after joining, the membership mechanics can be confusing, and therefore a frustrating customer experience.

The Approach
Throughout my time at RTR, I’ve focused on 3 major areas of the membership experience:

• Simplifying the plans page.

• Optimizing the checkout process.

• Reducing early term churn through improving the onboarding experience and ongoing member education.

Responsibilities
As the lead product designer on the Membership Acquisition & Activation team, my responsibilities included:

• Leading the overall design strategy.

• Conducting research and discovery work, leveraging qualitative and quantitative customer data to inform the “why”.

• Facilitating design thinking workshops and brainstorming sessions alongside site merchandising, customer experience, and growth revenue stakeholders.

• Creating user flows, wireframes, and prototypes for user testing, and translating insights into high-fidelity concepts.

• Gaining alignment from the executive and senior leadership team members on proposed design recommendations.

• Collaborating closely with a cross-functional team of product, engineering, UX writing, data, creative, and site merchandising partners to deliver and implement final designs for web and iOS app surfaces.