Tools Used: Figma, Google Analytics, Hotjar, Email Feedback, Convert.com
Impact: +9% Subscription retention YoY, +12% post-checkout take rate, +15.8% subscription take rate from PDPs

Overview

Filterbuy was experiencing a steady decline in customer subscription rates. I led a multi-phase UX initiative to diagnose friction points and implement data-driven design solutions aimed at improving both subscription retention and take rate across the entire funnel.

Part 1: Reducing Subscription Churn

Goal: Understand and reduce cancellations through personalized retention flows.

• Collected and analyzed cancellation feedback via an onsite quiz and email follow-up.
• Designed a personalized retention flow within the customer account area offering tailored incentives—like discounts or educational content—based on quiz inputs.
• Collaborated with engineering to develop an internal admin tool for managing and adjusting incentive offers in real-time.
• Designed a companion flow for the customer service team to support retention during cancellation calls.
• Result: Improved subscription retention from cancelling customers by 9% year-over-year.

Next Steps: Continue analyzing offer performance to refine and optimize incentive strategies.

Part 2: Increasing Subscription Take Rate at Checkout

Goal: Improve conversion of the post-purchase subscription upsell page.

• Audited the existing flow using analytics and session recordings to identify drop-off points.
• Conducted competitive research and leveraged customer feedback to understand barriers to subscription at checkout.
• Designed and A/B tested a new version of the upsell page, addressing user concerns with improved messaging and layout.
• Iterated designs based on test outcomes and behavioral data.
• Result: The final design increased checkout subscription take rate by 12% YoY.

Part 3: Promoting Subscriptions Throughout the Funnel

Goal: Seamlessly integrate subscription options earlier in the buyer' journey.

• Researched competitor patterns to understand successful subscription positioning.
• Added contextual, benefit-driven subscription prompts to the homepage, product detail pages, and shopping cart.
• Ensured that the messaging and placement were subtle yet persuasive to minimize friction.
• Monitored performance and iterated based on conversion and engagement data.
• Result: Product page enhancements alone led to a 6% lift in conversion rate and a 15.8% increase in subscription take rate.

Part 4: Enabling Pause/Skip Options to Reduce Friction

Goal: Address a key source of churn by giving users more control over their subscription.

• Partnered with customer service to understand pain points—many customers wanted to pause or skip a shipment rather than cancel outright.
• Designed and launched a new self-service pause/skip feature within the account dashboard, giving users flexible control over their subscriptions.
• Collaborated with the email marketing manager to introduce a reminder email flow with proactive options to adjust or delay shipments before they trigger cancellations.
• Result: Early results show a reduction in cancellation requests and fewer customer service complaints related to subscription inflexibility.

Outcome & Reflection

This is an ongoing initiative where iterative UX thinking, deep collaboration, and user feedback are at the heart of the process. Each improvement has been informed by data and focused on balancing business objectives with user needs. I'm continuing to monitor performance, test new hypotheses, and refine the subscription experience to support long-term growth goals.