Membership management flow
Function's old, manual cancellation flow frustrated both members and our support team. This redesign offered a self-serve option—and ultimately helped reduce churn.
Context
People who wanted to cancel their Function memberships could only do so by contacting our support team.
This was causing member frustration and a spend of $22 (6% transaction fee) every time we had to issue a refund because a member’s cancellation hadn’t processed in time.
Our operations team also pointed out that some people were canceling without having used all of the tests included in their current year of membership.
Approach
The designer, product manager, and I set out to create a membership management flow that would make it easy for members to manually cancel.
We also saw it as an opportunity to remind them of the value of sticking around. Specifically, we wanted to:
Make members aware of any unused tests
Highlight benefits the member may not be aware of
Present an exclusive retention offer
Final design
The new flow:
Prompts members to schedule any unused tests
Offers a free 30-day extension for those who are close to their renewal date but want to use unused tests first
Offers a reduced price on the next year of membership as a final retention effort
Results
Members can cancel and re-join with zero burden to our support team
9% decrease in cancellations (due to 10% of members accepting an intervention)