Pura - Skip Delivery
🗓 Feb 2022 (2 weeks from ideation to launch)
👥 Customer-facing
🖥 Desktop, mobile web
🎨 Sole Designer + PM + dev team
🔧 Has been built and launched
😇 “Thank you for finally adding a skip button!”
- Michelle B., subscriber since May, 2020
💭 We still need to better understand why customers are canceling their subscriptions
📉 Churn down trend since release
Image: new skip feature
The leaving problem
Approximately 300 customers are churning per day. This means that they are canceling all subscriptions with Pura and effectively leaving Pura as a customer.
Per week we lose approximately 2500 subscribers accounting for roughly $562,500 in annually recurring revenue (ARR). AKA a huge opportunity!
Brainstorming solutions
This was an “all hands on deck” situation for the company. Company leadership asked us to come up with quick solutions to stop the bleeding out of customers.
Good design is collaborative. The natural next step was to brainstorm possible solutions with the team.
A unanioumous vote from the team agreed adding a “Skip” feature would be a quick win, with minimal work.
However, we knew need to do additional discovery to better understand the problem after we shipped the “Skip” feature.
Image: Miro board from team brainstorming session
Skip This Month
Solution: Add a “Skip This Month” feature within the customer’s account managment experience.
Strategy: Rapidly deploy the ‘Skip This Month’ feature and monitor the impacts on cancelations
Hypothesis: Adding a skip this month affordance could result in a significant drop in cancelations and help us mitigate the 'leaving' problem
Success metrics:
-Support requests to cancel a subscription drop by >= 10%
-Active cancelations drop by >= 5% per week (~100 fewer customer initiated cancelations per week)
-Reduce churn by >= 5% per week
Image: Subscription management on desktop with new ‘skip delivery’ button.
A powerful partner
At the time of this project, I had been on the team for about two weeks. One of my goals when joining the team was to have a powerful partnership with the developers.
The developers and I tested out a designing session, where I was driving on the Figma screen, and together we were rapidly trying out different designs, and discussing the pros and cons to each.
This helped me understand any techincal limitations in real-time, it also helped the developers get exposure to the design system, and hear me advocating for the customer.
I was thrilled to recieve positive feedback that this designing exercise landed well with the team.
Image: Team retro board, “things we should keep doing”. Design mobs w/Tara were a team favorite.
Image: Positive feedback from the developer’s manager and head of product after a few design mobs with the team.
Reflection
We have just scratched the surface in making “swap” a better and less daunting experience for Pura customers.
Though lots of choices can be intimidating, I believe that the large roster of Pura fragrances is a strength, we just have to figure out how to present it better to customers.
Adding a filter and sort as well as an intelligent recommendation system will elevate the customer’s experience even more.
For now, I am pleased to give customer’s the search feature they have been asking for so they can enjoy the many different fragrances Pura has to offer.