My role
Product designer, user experience and interface, prototyping, and user testing.
Overview
All customers billed through the self-serve option can now cancel their accounts within the application. However, before proceeding with cancellation, they must complete a survey. This update is in response to an observed trend of customer churn and the business's desire to understand the reasons behind customer departures. As part of this update, we are enhancing the cancel survey and introducing an option for customers to accept a discount if they choose not to cancel. This discount acceptance feature will be tested for 90 days to evaluate its effectiveness in reducing churn.
Problem statement
Formstack has recently encountered a concerning rise in churn rates. The company has observed a significant number of customers opting to cancel their subscriptions, leading to an urgent need for investigation and analysis. By delving deeper into this issue, Formstack aims to uncover the underlying reasons behind customer departures, gaining valuable insights to address the problem effectively. Recognizing the importance of reducing churn and retaining customers, Formstack is committed to implementing strategic measures to enhance the user experience, optimize the cancellation process, and offer incentives to encourage customers to remain loyal. The company aims to reverse the churn trend through these efforts and foster long-term relationships with its valued customers.
The design process
The primary focus of our project revolved around minimizing churn and gaining valuable insights into the reasons behind customer cancellations. By understanding why customers cancel, we aimed to learn from these experiences and gather feedback that would ultimately guide us in improving our products. Our main objective was proactively addressing the pain points leading to churn, allowing us to refine our offerings and deliver a more satisfying user experience. Through this project, we aimed to build a stronger foundation for customer retention and product enhancement.
Ensuring a seamless cancellation process was paramount to us, as we strived to avoid any unnecessary difficulties that could lead to user dissatisfaction. Instead, our goal was to develop a user-friendly survey that allowed individuals to express their feedback at their own pace and level of detail. By offering closed-answer options, we aimed to gather meaningful data that would provide valuable insights for our analysis. We intended to create an environment where users felt comfortable and empowered to share their thoughts, ultimately enabling us to make informed decisions and improvements based on their feedback.
Our first step involved thoroughly reviewing the proposed questionnaire to kick off the process. Our primary objective was to ensure that all questions and provided answers were easily readable, comprehensible, and as concise as possible. By prioritizing simplicity, we aimed to create a questionnaire that users could navigate effortlessly, minimizing any potential confusion or frustration. We recognized the importance of clarity in gathering accurate and actionable feedback, and this initial review allowed us to fine-tune the questionnaire to achieve optimal readability and understanding.
After the initial review, our next step involved rigorous testing of different components to minimize the number of clicks required to complete the survey. We explored various options, including checkboxes, radios, buttons, and combinations, across three distinct prototypes. These prototypes were then subjected to comprehensive testing with internal users, specifically focusing on measuring the time taken to complete the survey. By iteratively refining the survey design based on these tests, we aimed to optimize the user experience, reduce friction, and enhance the overall efficiency of survey completion.
PROTOTYPE - ACCUMULATIVE QUESTIONNAIRE
Takeaway
Our project's primary focus was on reducing churn and gaining valuable insights into the reasons behind customer cancellations. By understanding why customers cancel, we aimed to learn from their experiences and gather feedback to guide product improvements.
Our main objective was proactively addressing pain points contributing to churn and refining our offerings to deliver a more satisfying user experience. To achieve this, we prioritized a seamless cancellation process, developing a user-friendly survey that allowed individuals to provide feedback at their own pace and level of detail.
By offering closed-answer options, we obtained meaningful data that provided valuable insights for analysis. We ensured simplicity, readability, and comprehension by carefully reviewing the questionnaire.
Additionally, rigorous testing of different components enabled us to minimize the number of clicks required to complete the survey. This iterative approach optimized the user experience, reducing friction and improving survey efficiency. Our project aimed to strengthen customer retention and enhance product offerings by understanding user needs and preferences.
