Overview
Rent the Runway, also known as “the closet in the cloud”, is a clothing rental business that allows people to rent, subscribe, or buy pre-loved designer clothing items through one-time rental and membership offerings.  Their mission is to empower customers to look and feel their best every day while supporting the circular economy.

As part of a 2024 visioning project, I was tasked with conceptualizing a north star vision for the first 90 days of a Rent the Runway membership. In collaboration with customer experience (CX) and lifecycle marketing partners, I reimagined the new member experience from checkout through the first term of the subscription, focusing on the following key themes:

• Discovery: Infusing confidence and curiosity into the member experience by providing fun and engaging ways to browse, build shipments, and save favorite styles.

• Quality & Value: Delivering on the RTR promise of a luxury experience by proactively checking in with the customer at key moments in their journey, while continuing to improve on helping them find styles they love and evolving our loyalty program to ensure they know the value they’re getting.

• Community: Creating a loop of guidance and inspiration throughout the experience powered by other members, creators, and influencers, making it easy to collaborate and find ideas for ways to get dressed.

This vision was presented to the executive team and has served as a foundation for future iterations and project work throughout the rest of the year, supporting the following high level company goals around membership activation and engagement:

• Decrease churn for early-term members within their first 90 days by 20%.

• Decrease churn for members beyond 90 days by 20% compared to the end of 2023.

• Increase average revenue per member.