FABFITFUN is a U.S.-based lifestyle membership and subscription box company founded in 2010. It delivers curated seasonal boxes of full-size products across beauty, fashion, wellness, fitness, home, and tech categories, often personalized to member preferences. The brand focuses on creating a delightful discovery experience while offering year-round perks like exclusive member content and shopping access. Headquartered in Los Angeles, FabFitFun has grown into a leading player in the subscription box market with a large and engaged membership base.
The problem to solve: users were abandoning the login flow due to its complexity, even though they already had the app installed. The number of options displayed on the screen, instead of giving users a sense of control, caused frustration and confusion.
