Redesigning ShopeeVIP to Drive Subscriber Growth and GMV Uplift

Overview

ShopeeVIP (formerly ShopeePlus) is a paid monthly subscription on Shopee, one of Southeast Asia's largest e-commerce platforms, offering buyers exclusive discounts and free shipping benefits. Despite offering significantly better deals, the program was underperforming. Shopee's regular promotions were generous enough that users saw little reason to subscribe, as the discount difference wasn't visible or clear to them. As the Product Designer on this project, my goal was to redesign how ShopeeVIP's benefits are presented, so the value of subscribing becomes clear at a glance.

Background

ShopeePlus rebranded to ShopeeVIP to strengthen its position in the market. Alongside this transition, the Business and Product teams saw an opportunity to improve the program, because subscriber numbers were not growing as expected.

The impact went beyond subscriber counts. Active subscribers place 20% more orders per month than non-subscribers, so there was a real business reason to get this right. With that, the goal was: get more users to subscribe, keep them subscribed, and grow overall GMV in the process. As the Product Designer, I worked with the Business and Product teams throughout the process.

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