Our blades are f***ing great!
Designing Dollar Shave Club's launch website UX — from quiz to signup to checkout — and the referral program that powered its viral early growth.
The Brand
Dollar Shave Club was a subscription e-commerce service delivering men’s razors automatically to your doorstep each month for as little as $1. The brand launched with a viral video that made its irreverent personality instantly recognizable — and the website needed to convert that attention into subscribers.
What We Designed
Interactivism designed the UX for the Dollar Shave Club launch website, with a specific focus on the quiz-to-signup-to-checkout funnel and the referral program. For a subscription commerce business, these two flows represent the core of the business: acquiring new subscribers efficiently and turning existing members into a growth channel.
Outcome
Dollar Shave Club raised a total of $163.5M in venture funding and, on July 19, 2016, was acquired by Unilever for $1 billion — one of the most celebrated DTC exits in e-commerce history. The experience Interactivism designed at launch helped establish the conversion and referral mechanics that fueled that growth.