Problem
During the gradual release of subscriptions, Veygo saw higher-than-expected demand and an influx of feedback about subscription payments. A critical issue meant customers had to call or email to cancel their subscriptions — frustration and unnecessary delays, at exactly the moment goodwill matters most.
Objective
Give customers clear signposting and self-service options for managing subscriptions — cancelling directly through the account page without needing support.
What we did
- Self-service journey design. A user-friendly cancellation journey within the account page with clear instructions and intuitive navigation — plus a reason-for-cancellation feature capturing why people leave.
- Research & validation. Usability testing and moderated research sessions refined the process and ensured accessibility.
- Data-driven improvements. Cancellation-reason insight identified recurring issues and fed optimisation of the subscription proposition itself.
Outcome
- Nearly 40% reduction in customer contact related to cancellations.
- Customers self-serve — a simpler process and less frustration at a sensitive moment.
- The feedback mechanism became an ongoing source of churn insight.