Savings & Member Deactivation for Public Goods
The goal of the project was twofold. First, to create a member deactivation flow that would prevent cancellations and gain insight into the customer's reason for cancellation. Second, to show savings to customers on the cart drawer and checkout screen, thereby increasing customer retention.
Collaboration & Design Reviews
Collaborating with the product manager and founder was vital in aligning the project with company goals, understanding users, and shaping the product. Weekly design reviews encouraged discussion, exploring alternatives, and improving the design based on feedback. These meetings fostered dialogue, explained design choices, and welcomed constructive feedback to ensure alignment with business objectives and user needs.
Redesigning the account page
In the initial design reviews, the reordering of the tabs and addition of a CTA under the Membership tab was well-received. However, the product manager suggested refining the placement and design of the CTA to make it more visually striking and enticing. The founder recommended emphasizing the environmental impact of customers' purchases, so I moved the Tree Counter graphic to a more prominent location in the Orders tab.
Providing options before cancellation
The deactivation flows for trial and renewal members were carefully reviewed to ensure a balance between gathering cancellation insights and maintaining a non-intrusive, user-friendly process. Feedback led to several iterations of these designs to optimize clarity, readability, and flow. These modifications included simplifying language, refining the tone, and enhancing visual cues to guide users.
Enhancing savings visibility in the cart
Designing the savings indication on the cart drawer and checkout screen required careful consideration. We had several discussions about how to effectively communicate the value of the Public Goods membership without overwhelming the user with information. Based on the feedback, I revised the design to highlight the member savings clearly without detracting from the overall checkout experience.
The Outcome
5%
Churn rate reduction
8%
Average order value increase
10%
Retention rate improvement
16%
Membership value perception