Case Study: Decreasing churn by improving the subscription process.
Role: Lead UX designer, UX researcher, & user test moderator (2024).
Problem
Oura was experiencing high churn rates due to users forgetting to provide their credit card information to continue their membership after their one-month trial ended.
Solutions
- Streamlined Subscription Flow: Redesigned the subscription process to make credit card entry more prominent and seamless.
- Proactive Reminders: Implemented timely reminders to users as their trial period neared its end, prompting them to update their payment information.
- User-Friendly Interface: Enhanced the user interface to ensure the credit card entry step was clear and easy to complete.
- Early Credit Card Collection: Added the credit card form field during the initial setup process to ensure users provide their payment information early.
Results
- Reduced Churn: Achieved a significant reduction in churn rates by improving Oura’s subscription flow.
- High Credit Card Collection Rate: Increased the rate of users providing their credit card information to over 97%, ensuring a smoother transition from the trial period to paid membership.
