Billing and Subscription Team at Unbounce
A multi-step project that kicked off an entirely new team dedicated to creating, managing and maintaining the billing and subscription platform. I’m currently the lead product designer for the team and represent our users’ voice especially when business is the top priority for billing and subscription.
- Enable Annual Payments
- Payment Processor Migration
- Introduce New Pricing Plans
New Cancellation and Downgrade Flows (part of Payment Processor Migration)
Prior to introducing new cancellation and downgrade flows, users had to manually remove add-ons from their plans. There was no breadcrumb that led them back to their previous step and oftentimes they never found their way back so our Customer Service team usually ended up cancelling or downgrading the accounts for them.
Migrating our payment processor from an internal service to a third party platform allowed us to perform new actions such as automatic removal of add-ons. The entire migration took ten months from inception to delivery and involved multidisciplinary teams from Operations to Customer Success.
- Small investment of resources given we get little ROI from downgrades and cancellation
- The app doesn’t have any existing internal communication system for retention effort
- Working with mostly new team and limited platform
I conducted an audit of the existing cancellation and downgrade flows and also interviewed both internal and external users. Then I laid out a map of the user flow and ran that against business requirements and existing system diagram. The outcome of that process was a minimum viable product, which fits well within the limit of business and tech resources.
The new downgrade flow reduced the number of steps from 11 to 4 while cancellation was from 14 to 4. The user doesn’t have to go out of the flow as removal of add-ons now happens automatically.
With the new platform, we are now able to push cancellation and downgrades to happen on renewal date as opposed to those events happening instantaneously. This is a plus for the users since they get the most out of what they are paying for their plans.
I designed only one new screen and created a few UI patterns for this project since the new flows reduce steps to completion quite drastically. The screen is the second step in the process which summarizes what’s in the users’ accounts including add-ons and informs the user that certain actions will happen on renewal date. The UI patterns also enabled our app to communicate to the user that their account is on a pending state (while waiting for renewal date) and opened up possibilities for our Customer Success team to launch retention campaigns.
- Less cancellation and downgrade related calls to our Customer Success team
- Reduced number of users who bounce between plans due to retention campaigns
- Introduced modular cards UI system – revamped account and plan overview pages
- Successful attempt to embed a designer and manager to a development team as inspired by Spotify’s agile team framework