Company

FullOfMind

Year

2024

Tool

Figma

Industry

EdTech

Based on analytics and user interviews, identified weak spots and pain points users encounter during the subscription cancellation process. This often leads to a complete loss of the customer, who is unlikely to return to our service.

Conducted user surveys and interviews to identify pain points and align with business goals.

As always, things aren’t so straightforward

The devil is in the details

The solution was to showcase the subscription’s content in more detail, highlighting its benefits in a more natural way, such as through visualizations.
For users, the problem was addressed by reducing the number of screens, improving navigation, and reusing existing website components.

From the business side, it was necessary to demonstrate the value of the subscription to the customer, so they wouldn’t want to cancel it.
From the customer’s perspective, the goal was to simplify and make the process more intuitive. If the user wanted to, they could reconsider their decision and stay subscribed at any step of the process.

As often happens when a project is done quickly, in a rush, without proper research or experienced specialists, the quality of even the most unusual things suffers greatly. This time, it happened with the unsubscribe flow. "Inconvenient, unattractive, confusing, inconsistent in style" — these and other comments were received during user interviews and surveys. It was necessary to completely redesign the user journey, keeping in mind that, in addition to improving user convenience, we also needed to increase the percentage of users who reconsider their decision to unsubscribe.

How the Research Was Conducted

Two types of research were conducted: interviews and surveys. A total of 44 people participated (including 4 employees). Clear answers were not obtained, as users responded quite one-sidedly, stating that they canceled their subscriptions because "they didn’t like the product itself," "it was too expensive," "it didn’t meet expectations," and other reasons. However, thanks to the research, some conclusions about why users don’t reconsider their decision during the cancellation process were still able to be drawn.

• The large number of screens makes users want to give up and never return to the product, as the process feels too long and unclear.

Solution: Add a progress bar to show the user’s movement through the cancellation steps.

• Inconsistency in images, color schemes, icons, and too many distracting elements.

Solution: Simplify the screens, unify their style, and avoid introducing elements that users haven’t encountered while using the website.

• Lack of visual representation of information about courses and other events they lose access to. Some respondents claimed that during the cancellation process, they didn’t even notice mentions of additional content they had access to.

Solution: Make the benefits users lose by canceling their subscription more prominent.

• Too many screens trying to persuade the user to stay. "It’s overly exhausting."

Solution: Reduce the number of screens.

Positive aspects

What Was Changed

It’s still early to draw conclusions, but we are receiving more positive feedback in the final survey when users cancel their subscription. At the very least, we’re no longer getting complaints about the terrible UX of the unsubscribe flow.

I’ve always worked in teams. "Part of the team – part of the ship," this phrase clearly applies to me. However, this was my first experience working as both a product manager and a UX designer. It was really interesting, and I’m glad the project was accepted with almost no edits, and everyone got their well-deserved payment.

Working under tight deadlines

When one task follows another so quickly, it’s hard to orient yourself, find space for flexibility, and gather more user feedback. Perhaps it’s just my tendency to want to make things as good and fast as possible.

Reflection