Pet Circle is Australia's largest online pet retailer, built on repeat deliveries: recurring orders for food, treats, and medication that owners set once and rarely think about again, until something needs to change.

Repeat customers make up over 100,000 monthly buyers and close to 40% of annual revenue. But changing a delivery meant calling support. Over 10% of repeat customers were doing exactly that every month, for changes they should have made themselves.

I redesigned the repeat-delivery experience so customers could pause, swap, resize, or reschedule directly, without making a phone call or raising a ticket.

Support contacts for repeat deliveries dropped from over 10% to 2%.