Redesigning the Save Flow
Re-imagining Microsoft’s subscription cancellation and “turn off recurring billing” page with just a few UX tweaks, leading to more subscriptions saved!
To comply with my non-disclosure agreement, I have omitted some information in this case study. All information in this case study is my own and does not necessarily reflect the views of Microsoft.
Product Type
Website redesign
Time Frame
February 2022
Team
Me
Microsoft 365 Subscriptions Retention Team
Other stakeholders:
VP of Modern Life Product Marketing
Senior Product Manager
My Role
I facilitated a design thinking workshop with the Microsoft 365 Subscriptions Retention team and transformed all of our wireframes into awesome high-fidelity prototypes!
Prior to this time, many of our subscribers who went through the Save Flow wound up churning out of the system.
What does that mean??
Basically, we have some subscribers who are unhappy or unsatisfied with their subscription and go into the AMC page (accounts.microsoft.com), where they look for their subscription information and either turn off recurring billing or cancel their subscription.
The Save Flow is a customer journey that, when either the “Turn off recurring billing” or “cancel subscription” button is clicked, takes users to a page detailing a few of their subscription benefits, in an attempt to save the subscription from terminating.
For my team, the Microsoft 365 Subscriptions Retention team, it was essential that this page be improved, as this will shape the PMM (Product Marketing Manager) save flow strategy / segmentation and gain insights on what offers should be presented to reduce voluntary churn for our customers. In other words, we retain our subscribers!
Feature Prioritization
Small changes or additions that could be made in the Save Flow that may help prevent voluntary churn:
- Bring more attention to the alert banner (what users will lose if they cancel their subscription)
- Offer SKU switching (option to choose a different plan) instead of switching to monthly payments
- Other offers (free month, or reduced price for a few months) to place on top of the benefits cards – would need to talk to marketing about what offers we could give
- Add in a support chat option in case users just need help with something – line of support before canceling
Adding Visual Anchors and More Offers
In line with prioritizing what we would change, the team also came up with a few hypotheses statements.
1. According to color theory, having a red alert notification banner instead of yellow may help drive better awareness about their actual subscription usage resulting in increased subs saved.
“Wow, apparently I’ve been storing 7 GB of files in OneDrive and would’ve lost access to it had I unsubscribed?! Good thing I noticed this big red rectangle at the top!”
2. Providing alternative subscription options for customers to select from will save customers whose needs have changed or are price sensitive.
Success metrics: Save rate increase
3. Placing subscription options in a prominent location, above exclusive benefits will save more customers with improved viewership and engagement.
Success metrics: Save rate increase
4. Linking to Microsoft Experts support for customers who need help will save customers who prefer non-self-serve including talking to a human.
Success metrics: Save rate increase
5. Providing a personalized experience including M365 exclusive benefits and message them in the way that most resonates with them without being overwhelmed will save customers who are not fully aware of M365 benefits.
Success metrics: Save rate and engagement increase
Design Iterations
BEFORE
AFTER
Other Design Iterations
Features
Creating a greater sense of urgency, rather than just displaying information.
Providing multiple, alternative plans that may better fit their current life circumstances.
All the ways to get support, all in one place.
More personalized messaging that helps users learn different ways they can better utilize their subscription.
Outcomes
Our hypothesis that the offer component placement above the benefits would result in increased saves was confirmed through A/B testing conducted by one of our stakeholders.
The workshop garnered attention from the VP of Modern Life Product Marketing and was mentioned in Microsoft’s Monday mail, sparking inspiration among other teams and drawing the attention of the official AMC (accounts.microsoft.com) design team. Although none of our prototypes were selected as the official Save Flow page, the workshop generated significant impact and recognition.
Impact
- FY22 was closed with Save Rate improvement, in which there was an increase in Paid Save Rate and Trial Save Rate.
- Increase the Switch to Monthly Option adoption rate
- Slight improvement in Average LTV (lifetime value) for all users