UX Research and Plan for stopping unwanted subscriptions

1. UX Research and Plan
for stopping unwanted
subscriptions
By Mikaila Oh

2. Most popular subscription services
1. Streaming services (Netflix, Amazon Prime Video,
Disney+, Hulu, Spotify)
2. Software and productivity tools (Microsoft 365,
Adobe Creative Cloud, Google Workspace)
3. Meal kit delivery services (Blue Apron, HelloFresh,
Home Chef)
4. Fitness and wellness apps (Peloton, Headspace,
MyFitnessPal)
5. Subscription boxes (FabFitFun, BirchBox, Ipsy)
6. Gaming services (Xbox Game Plus, PlayStation Plus,
EA Play)

3. https://www.pcmag.com/news/boomer-vs-gen-z-most-
popular-subscription-services-by-generation

4. Target audiences
1. Tech-Savvy consumers
2. Millennials and Gen Z
3. Parents and families
4. Health and wellness enthusiasts
5. Gamers
6. Students and educators
7. Businesses
8. Fashion and beauty enthusiasts
9. Foodies
10. Pet owners
https://evokad.com/time-offer-subscription-products-
ecommerce-website/

5. What are the biggest problems with
subscriptions?
1. Subscription proliferation- people sign up for too many
subscriptions without being aware of the long-term
commitment
2. Difficulty in cancellation- customers have to jump through
too many hoops to cancel
3. Automatic renewal- they catch customers off guard and
lead to unwanted charges
4. Lack of awareness- people are unaware of how many
subscriptions they are signed up for, especially if they billed
small amounts
https://www.businesswire.com/news/home/20220301005436/en/No.-1-
Reason-Why-Americans-to-Cancel-Online-Subscription-Services-in-
2022-%E2%80%98Too-Costly%E2%80%99-Survey-Finds

6. Common frustrations of stopping unwanted
subscriptions:
1. Hidden cancellation options
2. Complicated processes- navigating through multiple pages,
filling out forms, etc.
3. Lack of transparency- hidden fees, penalties, or requirements
4. Automatic renewals without clear notification or consent from
subscriber
5. Ineffective customer support
6. Recurring billing issues- continued charges or billing errors
after ending subscription
7. Retention tactics- offered discounts, incentives, etc. instead of
unsubscribing
8. No confirmation or verification
9. Limited contact options
10. Unresponsive or ignored requests
https://ccbill.com/blog/subscription-cancellation-reasons

7. How to make ending subscriptions easier for
customers:
1. Transparent subscription terms
2. User-friendly interface- customer account portal where
subscribers can manage them
3. One-click cancellation
4. Cancellation confirmation
5. Proactive notifications- remind customers of upcoming renewal
dates or changes
6. Flexible subscription options- upgrade, downgrade, pause, or
stop without penalty
7. No hidden fees or penalties
8. Customer support assistance
9. Prorated refunds for unused portions of prepaid subscriptions
when customers cancel before the end of the billing cycle
10. Feedback collection
https://webbula.com/blog/heres-why-you-
need-to-review-your-unsubscribe-process/

8. Products that would help customers
unsubscribe
1. Subscription management apps including cancellation
buttons, reminders for upcoming renewal dates,
notifications for changes
2. Automated cancellation services- customers input
request and the service automatically initiates cancellation
3. Subscription monitoring services- monitor user’s bank
statements or email accounts for subscription charges
4. Transparent subscription marketplace- where users can
discover, compare, and manage subscriptions from various
providers
5. Subscription analytics platforms- help users analyze
their subscription spending and usage patterns https://emanuelhristov16.medium.com/why-is-it-
so-difficult-to-cancel-subscriptions-
c906fbe4a6db

9. What users want in a subscription
management product:
1. Ease of use
2. Comprehensive coverage
3. Automation and convenience- tracking subscriptions,
potential savings opportunities, initiating cancellation
requests
4. Customization and personalization
5. Transparency and clarity
6. Security and privacy
7. Cross-platform compatibility
8. Proactive alerts and notifications
9. Responsive customer support
10. Value-added features- budgeting tools, subscription
discovery features, loyalty programs, and integration with
other financial management services
https://www.revechat.com/blog/customer-happiness/

12. 5 Whys Method
1. Q: Why is it so difficult to stop unwanted
subscriptions?
A: There are too many to manage, complex cancellation
process, automatic renewals, limited customer support.
1. Q: Why do companies make it so hard for customers
to unsubscribe?
A: Retention strategy, revenue generation, behavioral
psychology, data and insights, and customer
engagement.
1. Q: Why do customers still sign up for subscriptions,
if they have so many problems unsubscribing?
A: Perceived value, convenience, trial periods and
promotions, lack of awareness, and familiarity bias.
Problem: Too many people struggle with stopping unwanted subscriptions
4. Q: Why aren’t there better alternatives for people
to manage their subscriptions?
A: Lack of standardization, fragmented market, privacy
and security concerns, cost and revenue model, user
adoption challenges, and competing priorities.
4. Q: Why
A: Retention strategy, revenue generation, behavioral
psychology, data and insights, and customer
engagement.

13. 6 Thinking Hats https://www.groupmap.com/

14. UX Plan Overview
I am planning on creating a subscription management app
that will help customers manage their subscriptions
effortlessly. With just one click, they will be able to cancel,
pause, or upgrade their subscriptions from the app. The app
will be connected to their bank accounts to monitor their
subscription charges, frequency, and amount. We will
ensure that the utmost security and privacy will be
maintained for all information provided by customers. The
app will also have a notification feature that will alert
customers about their next subscription fee and its amount.
They can then decide whether to keep the subscription
service or cancel it. This will establish transparency and
trust between businesses and customers.