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.
Flow: Rosetta Stone for Iterations
We split the design to serve two user groups: engaged and disengaged users.
Screen Designs for MVP
Our assumption was that showing targeted pages to the two user groups would dissuade them from proceeding towards the cancellation "reasons" section.
Accomplishment Screen: 2nd iteration
Our first iteration of this page showed users data on their accomplishments. Our second version is instead focusing on the value of the service, and giving users reasons to click out of the cancellation.
Cancel Reasons Section
Once users pick reasons for cancellation, we will attempt to address their stated problems from here.
Cancellation is still just one click away
An important part of this design is that it allows users to complete their goal of cancellation without having to scroll down the page. It makes the pattern less "dark" and the attempt at salvaging the account more relevant to individual users.
Solving user problems
Most designs are genuinely aimed at reminding users of the scope and quality of the service.
When in doubt: collect data
Some other designs did not offer solutions to member problems, but were instead used to collect data that can be useful in the future.
Confirmed Cancellation and NPS
This page is a common place for Lynda members to provide NPS scores, and that remains its primary goal.