Nutritional subscription win-back
Beachbody had over 400,000 customers subscribed to monthly nutrition shipments, but retention was declining. We identified the unsubscribe flow in the Account area as an opportunity to re-engage users and reduce churn, and I led the project to redesign it.
Understanding the problem and setting the strategy
We kicked off with a workshop including stakeholders from Product, Customer Service, Engineering, Brand, and Legal to align on goals, users, and strategies.
We reviewed competitive examples and survey data to understand why users unsubscribed. Follow-up sessions with each team clarified offers, constraints, and opportunities, leading to high-level user flows.
We tested several options
We designed several potential flows, 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 repositioned the user’s key pain points as solutions (‘Try a new flavor’ instead of ‘Don’t like your flavor?’), 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 offered 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 verifying 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.