Decreasing User Churn via Unsubscribe Flow

Creating a modular unsubscribe flow that addresses users’ pain and gathers insight for the business.
Products

Overview

Apomeds is an online pharmacy service operating in Europe, they provide online diagnoses (via partner brand) and quick home delivery of prescription and over-the-counter drugs. Not too long ago Apomeds started offering treatment subscriptions for its customers, in the “my account: area on the Apomeds website it is possible to cancel the subscription, this process was straightforward - but we recognized that this is a chance to try convincing a user to stay as a primary objective and gather information as a secondary objective.

My role:
Planning, UX design
Brand
Apomeds
Timeline
2 Weeks

The Problem

The subscription cancelation flow is very straightforward and does not let users have any other options or incentives to stay but to unsubscribe -this is a missed chance, we also currently can not identify the reason for cancelation or gather feedback - missed chance # 2.

Old unsubscribe flow
The
Challenge
Create UX that will result in a churn decrease.
Integrate several alternatives to subscription cancelation
Ad feedback gathering feature to the subscription cancelation flow
Research
I conducted a study of  best practices and examples of how others solved subscriptions both in medical and other fields
Let your consumers view the service as an asset and not just an expanse
Make it Personal & Emphasize the Value the Subscription Provides
Show them what benefits they gonna lose
Avoid negative ill-will emotion
Possible to present alternatives like freezing or another plan.
Consider adding password/OTP confirmation
Try sending Emails to canceling users convincing them to stay
Consider adding real-time chat
Employ Microsurvey to gather feedback
Provide ‘soft landing’ with positive massaging and relevant info
You may attempt to offer a gift or discount
Above All, Make Your Cancellation Experience Feel Like a Sweet Goodbye

Unsubscribe flow best practices and suggestive courses of action:

How others do it
Good RX:
Showing the User What he is losing, offering a gift as a 'bribe', and showing the value of service.

Get Roman:
Giving strong emphasis on the personal and positive approach, applying micro survey

Uber eats:
Applying micro survey and providing very clear info when done- soft landing.
Planing
I conceptualized  a modular flow where every reason for leaving would have  a different response
Modular Unsbscription flow wireframes
I created basic wireframes for the concept of modular unsubscribe flow thus should begin with a survey and every answer will take the user to a different screen
Execution
After we got the planning and basic wireframes, and got them approved by management  and team we dived into execution,  while in progress we worked out that we will need some asitional screens, based on dev effort and changing business needs.
"Too expansive" flow
After we got the planning and basic wireframes and got them approved by management and the team we dived into execution,  while in progress we worked out that we would need some additional screens, based on dev effort and changing business needs.
"Not happy with the service" flow
When the user taps "not happy with the service he is prompted to contact support, this offers, some more friction and has a chance ether to discourage the user from canceling, or even actually solving the issue with support and keeping him, I intentionally created a "dead end" in this flow so he would have to go back taping the arrow to increase friction.
"I don't need it anymore" flow
In case of the user taping "Don't need it anymore" he will be offered to pause the service for a month instead of canceling-this could be a solution for ppl with changing life circumstances, and also help keep users who are "on the fence" to not cancel
"Did not intend to subscribe" flow
Realizing that our subscription flow is rather new we prepared this option with a straightforward unsubscription, yet not missing the chance to tell the user about the benefits of the service.
"Other" flow
In case of user chooses "Other" as a reason for canceling, we would ask him to specify if possible, so we may at least get some insights
Desktop design
Mobile and dektop whole dedign-UI composition
In the interest of fast execution and having our customers mostly on mobile our desktop design is based fully on the mobile one.

Figma Prototype

You can explore the flow and interaction through this interactive prototype here
or in this Figma link>

The
Results
Overall 4% decrease in cancelations
Increase of 10% of users returning for 1 time buy after cancelation
We learned that we need to improve our subscription since a significant number of users are canceling out of a misunderstanding