The Project

This feature allows customers to cancel their membership independently, reducing the workload on customer service. However, the company wants to retain its customers, so our objective was to persuade them to stay.

1. Research

The first step was to research the standard for the cancellation process. I examined various financial and other digital products to understand how their cancellation journey is designed.

Amazon

Step 1: Reminding the customer the benefits they’re going to lose by canceling the subscription.

Step 2: Offering a lower price subscription to convince them to stay.

Step 3: Offering the customer to keep the subscription and to be notified when it’s about to expire.

Monzo Bank

Step 1: Reminding the benefits the customer is going to lose by canceling the subscription.

Step 2: Offering a solution if moving to another bank.

Step 3: Listing all the things to do before closing the account.

Step 4: Asking for feedback before leaving.

Revolut

Trying to convince the customer to stay since the product is free.

Reminding the benefits they’re going to lose by canceling the subscription.

Listing all the things to do before closing the account.

2. User flows

The cancellation process was intended to vary depending on the user's situation, (e.g. users with an active loan would need to repay it before cancelling). Thus, the initial step was to identify all types of users and create specific user flows for each of them.

Types of users

1. In trial period

2. Never borrowed

3. With active loans

4. Loans repaid

5. End of membership

User flow for users 1 , 2 and 3

This is the user journey for the first three types of customers. The flow includes variations for Types 1, 2, and 3, such as the type of offer presented to them, and whether they need to repay the loan before canceling (if they have an active loan).

User flow for users 4 and 5

This is the user journey for the remaining types of customers. These users wanted to cancel because they had already used their available loans, so instead of canceling, we offered them an additional year of membership that granted access to new loans. The flow includes variations for Types 4 and 5, such as whether they need to pay remaining membership fees before canceling or renewing.

3. Mockups

After defining all the flows and steps for each type, I translated the steps of the user flows into the screens that the user would see while canceling.