During my internship at Numbered, I contributed as a UX/UI Designer to optimising the Coterie e-commerce and subscription experience. My focus was on high-impact user journeys, including onboarding, the diaper size quiz, subscription configuration and account management. Coterie serves first-time parents, a target group that often experiences uncertainty when making purchasing decisions. This made trust, clarity and reassurance critical, particularly in moments where users committed to a recurring subscription rather than a one-time purchase. A key challenge was reducing friction within inherently complex flows. Subscription models introduce layered decisions such as sizing logic, delivery frequency and plan flexibility. When presented simultaneously, these elements increased cognitive load and hesitation. Through UX research, flow mapping and behavioural analysis, I identified friction points where users stalled or required additional reassurance. Based on these insights, I restructured core user flows and designed wireframes that guided users progressively through the decision process. By applying progressive disclosure and clear hierarchy principles, information was introduced only when relevant. This reduced cognitive overload while preserving the premium and carefully considered brand positioning of Coterie. Special attention was given to the diaper size quiz and subscription setup flows. These moments were reframed from transactional steps into supportive guidance experiences, reinforcing confidence rather than urgency. Trust building elements, transparent explanations and calm visual hierarchy played a central role in achieving this balance. Throughout the process, I collaborated closely with the design team and stakeholders, iterating based on structured feedback and aligning design decisions with both user needs and business objectives. The result is a better onboarding and subscription journey that supports confident decision making, reduces friction and strengthens long-term customer relationships, while maintaining Coterie’s premium digital identity.