Nutritional subscription win-back
Led the design of a flow to keep users from unsubscribing
The context: Beachbody was losing nutrition subscribers
The majority of Beachbody’s revenue was from its nutritional supplements. Almost 400,000 customers subscribed to monthly shipments. However, Beachbody was losing subscribers, and was looking for ways to retain them.
We saw an opportunity to improve the unsubscribe flow in the user’s Account area, as a way to entice them to stay.
I led a 3-person team, and we had 3 weeks to complete the design.
Our strategy: give users appealing alternatives to cancelling
We started the project with a kickoff workshop with key stakeholders from Product, Customer Service, Engineering, Brand, and Legal departments where we discussed project goals, user groups and potential strategies.
We also reviewed various other companies’ cancellation flows.
Finally, we looked at survey data to identify users’ most common reasons for unsubscribing. A few reasons came up frequently and we decided to center our cancellation flow around them.
Next, we got to work on design
Once we had the high-level approach, we had breakout sessions with individual teams to determine specifics: what we could offer users as alternative purchases, what technical constraints we had to work within, etc.
Based on these conversations, we mapped out our experience with high-level user flows.
We tested several options
We landed on several options, and then did user testing with our current subscribers, prior subscribers who had cancelled, and current re-sellers to determine the version to build.
Based on the feedback, we adjusted wording and tightened up the flow to reduce repetition. Then we presented the final presentation to our various stakeholders and got buy-in.
The final design
In the final design, we offered a simple path to cancellation, but focused the experience on 3 alternative options.
Flow 1: Try a different flavor
One reason for cancellation was dissatisfaction with flavor. Shakeology was the core product, and had many flavors and packaging types. So we offered that as an alternative.
Note: On the initial screen, we translated the user’s key pain points into solutions (based on user testing feedback), and focused on being empathetic with our wording.
Flow 2: Pause Shipments
Another key reason for cancellation was that the customer had too much product. So instead of just cancelling, we offer an option to pause, so that their subscription would automatically restart.
Note: Within all these flows, we sprinkled in tips with links, as a way to remind users of the value of their product.
Flow 3: Try a different product
Finally, another option was switching their subscription to a new product.
The key challenge with this option was that the order confirmation had to elegantly serve a dual purpose: confirming the cancellation and also the new subscription details.
How’d it work? 5% of users didn’t cancel.
Instead of cancelling, 5% of users chose one of the alternative options. 42.7% chose a new product, 42.5% paused, and 14.8% changed flavor.
This win-back rate was 40% better than our other flows that were already in market.
I’d love to hear from you
Email me at andrewturrell@gmail.com to chat about a role or project. I’m open to full-time or freelance.