IPHONE
SUBSCRIPTION

IPHONE
SUBSCRIPTION

Project Overview

As a leader in Taiwan's e-commerce market, PChome is focused on creating great customer experiences. To meet modern shoppers’ needs, I introduced a subscription-based model that adds flexibility and convenience, while building stronger customer relationships.


* Launched in 2022, this model remains active and in use.

ROLE

Lead Product Designer / UX Designer

Lead Product Designer /

UX Designer

DURATION

3 Months

DESIGN TOOLS

Axure

1

Results

2

Challenges

3

Design

4

Execution

5

Reflection

1

Results

2

Challenges

3

Design

4

Execution

5

Reflection

Results

Sold Out in 30 Minutes

All plans sold out within 30 minutes, achieving a 100% sell-through rate and demonstrating immediate demand.

50% Customer Growth

After just one year of offering this product, we achieved a 50% increase in customers interested in the subscription-based model.

Positive Market Response

Garnered glowing feedback from customers and the market, with high satisfaction levels reinforcing the success of the offering.

Design Challenges

To strengthen customer relationships, I saw a growing trend of industries offering subscription models, providing affordable pricing and fostering loyalty. As a leading company in Taiwan, I recognized this opportunity, especially since it remains underutilized in the Taiwanese e-commerce market. However, implementing this model presented several challenges, including:

Product Compatibility

Limitations

Product Compatibility

Limitations

Costs of Developing

a New System

Costs of Developing
a New System

How to Drive Customer Awareness?

Competitor Analysis

Before developing the subscription model, I analyzed how different industries leverage this strategy to drive customer retention and revenue. My findings revealed three core approaches:

Streamlined Services

Businesses offer a low-cost subscription with added value, ensuring recurring customer engagement.

Streamlined Services

Businesses offer a low-cost subscription with added value, ensuring recurring customer engagement.

Hardware-as-a-Service (HaaS)

Hardware-as-a-Service (HaaS)

Software-as-a-Service (SaaS)

Software-as-a-Service (SaaS)

Stakeholder Insights

Beyond competitor research, I collaborated with internal stakeholders to align the subscription model with business goals and user needs. Each team provided critical insights that shaped the final implementation:

Sales

-

Balancing Growth & Revenue Stability

Sales

-

Balancing Growth & Revenue Stability

Marketing

-

Maximizing Exposure

Marketing

-

Maximizing Exposure

PR Team

-

Launch Timing & Market Impact

PR Team

-

Launch Timing & Market Impact

Customer Service

-

Ensuring Clarity & Support

Customer Service

-

Ensuring Clarity & Support

Development Team

-

System Stability

Development Team

-

System Stability

Since not all products are suited for a subscription model due to their unique features, I initially focused on one primary product before expanding to other areas. To address this, we centered our efforts on the key question:

How might we streamline our system to focus on a single subscribed product and make modifications based on the existing process?

Design Response

Select Products for the Model

IPhones were the ideal choice for our first subscription offering due to several factors. Their high price point made subscriptions a compelling alternative, lowering the barrier to entry for customers. The predictable life cycle, driven by Apple’s consistent annual releases, ensured steady product availability and seamless upgrade opportunities. Additionally, strong market demand, a loyal customer base, and high resale value minimized financial risk while making the subscription model sustainable.

We discussed the foundational concept of this project, which allowed us to establish the initial definition.

We discussed the foundational concept

of this project, which allowed us

to establish the initial definition.

Partner with Fintech Company, GoGoPay

PChome’s e-commerce ecosystem—including product and vendor systems, online shopping platforms, advertising tools, ERP, and WMS—provided a strong foundation for building our subscription model. However, incorporating monthly payments and managing the iPhone recycling process required a completely different workflow, demanding significant effort and resources. To balance time and human costs, I decided to partner with GoGoPay, a fintech company specializing in Buy Now, Pay Later (BNPL) services.

Project Planning: Aligning with the New iPhone Release

Starting in June, I recognized the urgency of launching the product alongside the new iPhone’s release, leaving us with only three months to complete the project. To ensure smooth communication and efficient execution, I implemented agile project management, conducting daily meetings to track progress and align the team on priorities. This approach allowed us to adapt quickly and stay on schedule for the launch.

The Gantt chart illustrates the sequence of tasks and their estimated durations.

The Gantt chart illustrates the sequence of tasks and their estimated durations.

Design Phase

Brainstorming

|

WBS

|

Flowchart

|

Wireframe

This wireframe outlines the order creation process as part of the larger framework.

Design Phase

Brainstorming

|

WBS

|

Flowchart

|

Wireframe

This wireframe outlines the order creation process as part of the larger framework.

Detailed Specifications

To ensure seamless communication and execution, I created a nearly 200-page detailed specification covering user flows, wireframes, functionalities, APIs, and use cases. This document provided a structured foundation for cross-functional teams, helping team members and business stakeholders stay aligned. 

Websites and Applications

Websites and Applications

Internal Systems Integration

Internal Systems Integration

External Systems Integration

External Systems Integration

Execution

However, I encountered unexpected challenges that posed risks to the project during the execution phase. To address these challenges, I refined the project's scope, prioritized tasks, and focused on essential functionalities, and my team closely monitored all execution processes, as well as the daily progress, to ensure the project proceeded smoothly.

Unexpected
Legal Complexity

Scope Overload
and Deadline Risks

Accelerated iPhone
Release Timeline

Additionally, my team upgraded our product to provide not only return options but also the ability for users to keep the products or extend the rental period. On September 8, 2022, our iPhone subscription product was successfully launched.

The actual interface for the order creation process.

The actual interface for the order creation process.

Reflection

Looking back on this design process, I’ve gained several key insights that will significantly shape my future projects.

1. Better Resource Allocation

With multiple projects underway at PChome, we learned the importance of enhancing resource allocation and optimizing their use. This was a key takeaway from our experience.

2. How to Integrate More Products into This Model

Although the iPhone's lifecycle and features fit our model, we realized that to integrate our products effectively, we needed to create a more versatile framework applicable to a broader range of products. Furthermore, we identified men in their thirties as the primary target audience for this model, so we should focus on this demographic for future product development.

3. Additional Values for Subscriptions

Due to time constraint, we developed the most necessary processes and functionalities. However, many additional values for so-called 'subscriptions' had not yet been incorporated into our product. Specifically, we lacked several automatic mechanisms that could provide subscribers with less effort and time-saving options.

Ultimately, these lessons have reaffirmed my commitment to rigorous problem framing and user-centered validation, all of which will be foundational in my approach to future projects.

Project Overview

As a leader in Taiwan's e-commerce market, PChome is focused on creating great customer experiences. To meet modern shoppers’ needs, I introduced a subscription-based model that adds flexibility and convenience, while building stronger customer relationships.


* Launched in 2022, this model remains active and in use.

ROLE

Lead Product Designer / UX Designer

DURATION

3 Months

DESIGN TOOLS

Axure

1

Results

2

Challenges

3

Design

4

Execution

5

Reflection

Results

Sold Out in 30 Minutes

All plans sold out within 30 minutes, achieving a 100% sell-through rate and demonstrating immediate demand.

50% Customer Growth

After just one year of offering this product, we achieved a 50% increase in customers interested in the subscription-based model.

Positive Market Response

Garnered glowing feedback from customers and the market, with high satisfaction levels reinforcing the success of the offering.

Design Challenges

To strengthen customer relationships, I saw a growing trend of industries offering subscription models, providing affordable pricing and fostering loyalty. As a leading company in Taiwan, I recognized this opportunity, especially since it remains underutilized in the Taiwanese e-commerce market. However, implementing this model presented several challenges, including:

Product Compatibility Limitations

Costs of Developing a New System

How to Drive Customer Awareness?

Competitor Analysis

Before developing the subscription model, I analyzed how different industries leverage this strategy to drive customer retention and revenue. My findings revealed three core approaches:

Streamlined Services

Businesses offer a low-cost subscription with added value, ensuring recurring customer engagement.

Hardware-as-a-Service (HaaS)

Software-as-a-Service (SaaS)

Stakeholder Insights

Beyond competitor research, I collaborated with internal stakeholders to align the subscription model with business goals and user needs. Each team provided critical insights that shaped the final implementation:

Sales

-

Balancing Growth & Revenue Stability

Marketing

-

Maximizing Exposure

PR Team

-

Launch Timing & Market Impact

Customer Service

-

Ensuring Clarity & Support

Development Team

-

System Stability

Since not all products are suited for a subscription model due to their unique features, I initially focused on one primary product before expanding to other areas. To address this, we centered our efforts on the key question:

How might we streamline our system to focus on a single subscribed product and make modifications based on the existing process?

Design Response

Select Products for the Model

IPhones were the ideal choice for our first subscription offering due to several factors. Their high price point made subscriptions a compelling alternative, lowering the barrier to entry for customers. The predictable life cycle, driven by Apple’s consistent annual releases, ensured steady product availability and seamless upgrade opportunities. Additionally, strong market demand, a loyal customer base, and high resale value minimized financial risk while making the subscription model sustainable.

We discussed the foundational concept of

this project, which allowed us to

establish the initial definition.

Partner with Fintech Company, GoGoPay

PChome’s e-commerce ecosystem—including product and vendor systems, online shopping platforms, advertising tools, ERP, and WMS—provided a strong foundation for building our subscription model. However, incorporating monthly payments and managing the iPhone recycling process required a completely different workflow, demanding significant effort and resources. To balance time and human costs, I decided to partner with GoGoPay, a fintech company specializing in Buy Now, Pay Later (BNPL) services.

Project Planning: Aligning with
the New iPhone Release

Starting in June, I recognized the urgency of launching the product alongside the new iPhone’s release, leaving us with only three months to complete the project. To ensure smooth communication and efficient execution, I implemented agile project management, conducting daily meetings to track progress and align the team on priorities. This approach allowed us to adapt quickly and stay on schedule for the launch.

The Gantt chart illustrates the sequence of tasks and their estimated durations.

(Switch to Desktop or Tablet version for better view.)

Design Phase

Brainstorming

|

WBS

|

Flowchart

|

Wireframe

This wireframe outlines the order creation process as part of the larger framework.

Detailed Specifications

To ensure seamless communication and execution, I created a nearly 200-page detailed specification covering user flows, wireframes, functionalities, APIs, and use cases. This document provided a structured foundation for cross-functional teams, helping team members and business stakeholders stay aligned. 

Websites and Applications

Internal Systems Integration

External Systems Integration

Execution

However, I encountered unexpected challenges that posed risks to the project during the execution phase. To address these challenges, I refined the project's scope, prioritized tasks, and focused on essential functionalities, and my team closely monitored all execution processes, as well as the daily progress, to ensure the project proceeded smoothly.

Unexpected Legal Complexity

Scope Overload and Deadline Risks

Accelerated iPhone
Release Timeline

Additionally, my team upgraded our product to provide not only return options but also the ability for users to keep the products or extend the rental period. On September 8, 2022, our iPhone subscription product was successfully launched.

The actual interface for the order creation process.

Reflection

Looking back on this design process, I’ve gained several key insights that will significantly shape my future projects.

1. Better Resource Allocation

With multiple projects underway at PChome, we learned the importance of enhancing resource allocation and optimizing their use. This was a key takeaway from our experience.

2. How to Integrate More Products into This Model

Although the iPhone's lifecycle and features fit our model, we realized that to integrate our products effectively, we needed to create a more versatile framework applicable to a broader range of products. Furthermore, we identified men in their thirties as the primary target audience for this model, so we should focus on this demographic for future product development.

3. Additional Values for Subscriptions

Due to time constraint, we developed the most necessary processes and functionalities. However, many additional values for so-called 'subscriptions' had not yet been incorporated into our product. Specifically, we lacked several automatic mechanisms that could provide subscribers with less effort and time-saving options.

Ultimately, these lessons have reaffirmed my commitment to rigorous problem framing and user-centered validation, all of which will be foundational in my approach to future projects.

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Copyright © 2025 Maggie Lin. All rights reserved.

Let's Have Some Fun Together!

Chat with me!

Copyright © 2025 Maggie Lin. All rights reserved.

Let's Have
Some Fun Together!

Chat with me!

Copyright © 2025 Maggie Lin. All rights reserved.