Don't buy, Subscribe!

Empowering society for a more sustainable and intelligent economy by turning one-off purchases into flexible subscriptions, from kitchens and furniture to the everyday things you actually use.

Client

Simplr

Subscribe to the things you use, own the moments that matter

Simplr rethinks ownership for a generation that values access over accumulation, demonstrating that an everyday marketplace can be flexible, transparent, and genuinely sustainable.

Simplr, Grow the vibe not the clutter outdoor ad and A unique and simple experience phones

The need

People want flexibility without the cost and clutter of ownership. Most marketplaces still ask for a one-off purchase up front, with no easy way to swap, return, or scale a thing up and down as life changes.

The solution

Simplr turns the marketplace into a subscription experience: pick what you need, choose how long, and change your mind any time. Categories are organised around real moments, home office, kitchen, ski week, not product taxonomies.

Simplr, three phone screens: Manage your life in one click, Hello Lia top deals, Search what you wish categories

The process

Turning marketplace shopping into a flexible subscription experience took a few deliberate steps, beginning with discovery and landing on validated MVP flows.

Discovery workshop

Portfolio analysis

Best practices

MVP design flows

Visual concept

User interviews

Libraries & documentation

Key decisions

Subscription as the only commercial model

A subscription-only marketplace is a strong constraint. We resisted hybrid "buy or subscribe" flows early on and the product got dramatically simpler, one mental model, one checkout, one set of rules around returns and swaps.

Organising the catalogue by moment, not category

Browsing "home office" or "ski week" tested far better than browsing "furniture" or "sports". Moments give people permission to subscribe to things they wouldn't otherwise buy, and they make the homepage feel curated instead of endless.

Making cancellation feel as good as signing up

If swapping or pausing a subscription is hidden, trust collapses. We invested in the management surface as much as the discovery surface, and customer support tickets dropped sharply once users believed they were in control.

A visual identity that signals new, not second-hand

Subscription products carry a stigma of being used or worn out. The brand leans on clean type, bold colour and lifestyle photography to position Simplr as a premium service, closer to Netflix than to a rental shop.