Subscription Cancel Flow

Our Cancel Flow effort was a quick project on a non-responsive stack that was meant to decrease churn.

I started this project started by challenging a lot of the "conventional wisdom" that the company was telling itself about account cancellations. A quick data query proved that a lot of assumptions were inaccurate.

Once we had evidence of actual user behaviour we were ready to proceed with a design that would ultimately make a significant improvement on churn.