Elements of Value:

[A] Functional:

1) Simplification and Time-saving: Hubble attracted customers through Facebook ads and allowed
them to purchase the lenses from Facebook directly which reduced the complexity of travelling
to shop and purchasing. The entire user journey was streamlined in Hubble’s e-commerce site
and mobile app. The delivery was done conveniently on the doorsteps.
2) Low Cost: Hubble lenses were not as costly as the current products. The price was very
competitive and it attracted a lot of customers. They cut down all markups and intermediaries
and sell directly to the customers decreasing the cost.
3) Quality: The product’s quality was not cheap. Where the industry average of lenses was 24 Dk/t,
Hubble offered 26 Dk/t. A study was conducted to find out if they are selling cheap lenses and it
was concluded that Hubble’s lenses are of industry standards.
4) Avoiding Hassle: Hubble’s vision was to create a user habit with its subscription model. It
ensured that users never run out of lenses by opting their subscription model. The focus was not
mainly on innovation but on customer experience.
5) Risk Reduction: Hubble lenses were prescribed by optometrists and ophthalmologists to people.
Hubble only sold spherical lenses from -0.5 to -12.0 thereby reducing risks.

[B] Emotional:

1) Fun and Entertainment: Hubble attracted customers via social media and was very active in it.
They created engaging content and memes for attracting people. There were paid promotions,
influencer marketing, blogs and quizzes to engage people to keep targeting them.
2) Design and Aesthetic: Hubble used recyclable boxes which were very beautiful and appealing.
Vogue mentioned them as ‘zippy and colourful’, and Forbes said that these have a coolness
factor attached. The idea of the management was to create boxes which people can showcase
and don’t keep hidden inside the cupboards. The products were instagrammable and customers
could show off.
3) Attractiveness: The lenses were a degrading category. They were not convenient, costly,
inaccessible and very poorly designed and packaged. Hubble addressed all these issues to make
the product attractive among customers, especially the youth who were not having much
disposable income.

[C] Life Changing:

1) Belonging: Starting from the first ad on Facebook, till the delivery all the steps were very
welcoming to the customers. They wanted customers to seek these lenses in their bathrooms.
The vision was to fit this product into the lifestyles of the customers.
2) Providing Hope: Although the customer segment of Hubble consisted of mainly youth, they
never really chose that segment specifically. They were welcoming of all other segments,
whichever came to them. The goal was to attract customers from every segment and deliver
them high-quality lenses at an affordable price.
[D] Social:

1) Self-Transcendence: Customer testimonials were very good for Hubble. There were a few
customers who were very sceptical about the online purchase of lenses. After the trial, they
were very happy with the quality. The NPS score of Hubble was as high as 60. 77% of the
customers wanted to repurchase.

Issues:
1) Allegations on the Prescription Verification process: Although the prescription verification
process was robust there were allegations on Hubble that the process is not tight. They were
said to be selling lenses through invalid prescriptions by unrecognized doctors.
2) Retention issue: There is a retention issue which is unaddressed in the US market. They don’t
have a clear idea of why people are moving out of the subscription model.
3) Low Dk/t value as compared to established brands: Usually Doctors prescribe lenses which
have a Dk higher than 50. Hubble is providing a Dk which is just marginally above the industry
range. That’s why a lot of doctors are sceptical about suggesting Hubble’s lenses.
4) Old materials and Technology: As per some of the doctors Hubble is using old technology and
materials in manufacturing their lenses. They also believe that Hubble doesn’t focus on
innovation and superior product quality and thereby doing a disservice towards the customers
5) Low on Variety: Hubble limited itself to only spherical lenses from the range of -0.5 to -12.0.
They are neither selling toric lenses nor multifocal lenses. This kept things simple in the
beginning but in order to get new customers they need to sell all of these eventually.