BIYU

Challenge

BIYU had just launched its app and monthly subscriptions, but the company was only a year old and almost nobody knew the brand yet. Without that recognition, people had little reason to download the app or pay for a subscription, and conversion sat at 1.8%. This was a make-or-break window to prove the subscription model could work, and to do that, BIYU needed to build trust with people before asking them to commit.

Strategy

Instead of pushing people straight to the app, we shifted focus to the web, where we could introduce BIYU and earn trust before asking for a commitment. With a three-person design team, we built high-conversion home and landing pages tailored to different needs, from first-time visitors still researching to seasoned renters who just wanted to move fast. The same thinking carried through the rest of the journey: a smoother checkout, a clear onboarding for someone's first rental, and an app experience built for frequent renters who value real-time tracking and quick reordering.

Application

The work spanned three fronts. The biggest was the website, BIYU's new front door, built on a design system I helped shape so everything stayed consistent as the product grew. We also rebuilt the app for frequent renters, and shaped the brand itself, from social campaigns and ads to posters across the city of Amsterdam.

Outcome

Conversion nearly doubled, climbing from 1.8% to 3.2%. The web-first bet paid off: by introducing BIYU and earning trust before asking for a commitment, the subscription model finally had room to prove itself.