Overview
Overview
With customers frustrated at Cuckoo's long-winded cancellation process and our service team restricted by processing these manually, we knew automation was a no-brainer.
But what if we went one step further and made cancelling a connection delightful for the customer in order to improve retention in the longer term?
With customers frustrated at Cuckoo's long-winded cancellation process and our service team restricted by processing these manually, we knew automation was a no-brainer.
But what if we went one step further and made cancelling a connection delightful for the customer in order to improve retention in the longer term?
Role: Lead Product Designer
Role: Lead Product Designer
Role: Lead Product Designer
Design soundtrack: Yard Act
Design soundtrack: Yard Act
Design soundtrack: Yard Act
Responsibility: Sole design responsibility. Project collaboration with Engineering & PM
Responsibility: Sole design responsibility. Project collaboration with Engineering & PM
Responsibility: Sole design responsibility. Project collaboration with Engineering & PM
An Even split
Based on 'The Peak End' rule, we know that people largely judge an experience based on how they felt at two specific moments—at its peak and at its end.
However, while entire squads pour over sign-up flows, the opposite is often true for cancellations.
By neglecting 50% of the experience that we know customers judge a brand by, we risk alienating customers in the longer term.
Based on 'The Peak End' rule, we know that people largely judge an experience based on how they felt at two specific moments—at its peak and at its end.
However, while entire squads pour over sign-up flows, the opposite is often true for cancellations.
By neglecting 50% of the experience that we know customers judge a brand by, we risk alienating customers in the longer term.
Lifelong customers
Insight driven design
There is a tendency to think of churn as absolute, an inevitable part of the product lifecycle, to be fixed with cold calls and dodgy UX practices.
However, our research suggests that a customer's life-cycle can be more cyclical.
According to our insights, most of our customers were switching due to changes in their living situation (moving home), financial standing, or evolving needs (faster speeds) rather than dissatisfaction with service.
There is a tendency to think of churn as absolute, an inevitable part of the product lifecycle, to be fixed with cold calls and dodgy UX practices.
However, our research suggests that a customer's life-cycle can be more cyclical.
According to our insights, most of our customers were switching due to changes in their living situation (moving home), financial standing, or evolving needs (faster speeds) rather than dissatisfaction with service.
Whilst we couldn't do anything in the short term to negate any of these issues given our current capabilities, we were confident that, given a change in their circumstances, we could reconnect with these customers in the future.
To do this, we needed to ensure customers would want to reconnect with us, which meant designing for the forgotten 50% of the customer experience: the cancellation process.
Whilst we couldn't do anything in the short term to negate any of these issues given our current capabilities, we were confident that, given a change in their circumstances, we could reconnect with these customers in the future.
To do this, we needed to ensure customers would want to reconnect with us, which meant designing for the forgotten 50% of the customer experience: the cancellation process.
The majority of users report “moving abroad” as their reason for leaving, could this be down to "path of least resistance"?
Users are wary of large, “hidden”, exit fees, only usually presented at the end of the process.
Some users would like the opportunity to cancel and rejoin on a monthly basis
Users are wary of contacting customer service to cancel for fear of a "hard sell" when they do.
The majority of users report “moving abroad” as their reason for leaving, could this be down to "path of least resistance"?
Users are wary of large, “hidden”, exit fees, only usually presented at the end of the process.
Some users would like the opportunity to cancel and rejoin on a monthly basis
Users are wary of contacting customer service to cancel for fear of a "hard sell" when they do.
The majority of users report “moving abroad” as their reason for leaving, could this be down to "path of least resistance"?
Users are wary of large, “hidden”, exit fees, only usually presented at the end of the process.
Some users would like the opportunity to cancel and rejoin on a monthly basis
Users are wary of contacting customer service to cancel for fear of a "hard sell" when they do.
Project Foundations and Post-its
Project Foundations and Post-its
To kick off the project, I led the excellent folks in Engineering, Marketing, and Service in the design of three maps.
A service blueprint that ensured transparency across the business, a user journey process map for the best possible UX overview, and a customer empathy map that would inform our content and design.
This was invaluable in creating a solid, insight-driven foundation for redesigning the cancellation process and encouraging collaboration across the business.
To kick off the project, I led the excellent folks in Engineering, Marketing, and Service in the design of three maps.
A service blueprint that ensured transparency across the business, a user journey process map for the best possible UX overview, and a customer empathy map that would inform our content and design.
This was invaluable in creating a solid, insight-driven foundation for redesigning the cancellation process and encouraging collaboration across the business.
I also worked with the Service leadership team to define a set of task maps that would replace the lengthy written instructions required for processing edge cases.
This improved the accessibility of the training materials, especially for fellow neurodiverse colleagues, and generally enhanced the speed of comprehension.
I also worked with the Service leadership team to define a set of task maps that would replace the lengthy written instructions required for processing edge cases.
This improved the accessibility of the training materials, especially for fellow neurodiverse colleagues, and generally enhanced the speed of comprehension.
Positive Friction Only
Postive Friction Only
Friction in UX design is often applied to cancellation processes to block the user from their intended goal, think endless stages, looping choices and obstructive content design.
However, not all friction is created equal and "positive" friction is vital in any UX process that asks a user to make decisions with financial or service ramifications.
With this in mind, I used clear signifiers and engineered pauses using mandatory checkboxes, information recall and staged content delivery to ensure that users understood their decisions.
Friction in UX design is often applied to cancellation processes to block the user from their intended goal, think endless stages, looping choices and obstructive content design.
However, not all friction is created equal and "positive" friction is vital in any UX process that asks a user to make decisions with financial or service ramifications.
With this in mind, I used clear signifiers and engineered pauses using mandatory checkboxes, information recall and staged content delivery to ensure that users understood their decisions.
UI Design Devices
UI Design Devices
Additional design devices included:
Limiting colours to improve accessibility.
Increasing white space to aid information processing.
Including icons to reinforce hierarchy.
Segmenting content to reduce cognitive load.
Limiting colours to improve accessibility.
Increasing white space to aid information processing.
Including icons to reinforce hierarchy.
Segmenting content to reduce cognitive load.
Limiting colours to improve accessibility.
Increasing white space to aid information processing.
Including icons to reinforce hierarchy.
Segmenting content to reduce cognitive load.
UX As A Retention Strategy
UX As A Retention Strategy
In order to remove traditional methods of retention from our cancellation process, I needed to provide the business with an alternative.
In most cancellation journeys, customers are asked to choose their reason for leaving. This data is then usually fed to Product and Marketing teams to inform future iterations. Rather than just do this, I created a decision tree structure that enabled us to show tailored messaging in response to each answer selected,
For example, if "Moving home" is selected, a reminder about our home move service will appear.
These support options are discreet and easy to bypass, and I worked closely with our copyrighter to ensure they are seen as suggestions rather than UX dead ends.
Whilst the messaging is largely the same as what could be expected in a sales script, this lightweight, redefined approach ensures customers are informed without the need for often unwelcome sales calls, which, our research shows, negatively affect customers' experiences.
In order to remove traditional methods of retention from our cancellation process, I needed to provide the business with an alternative.
In most cancellation journeys, customers are asked to choose their reason for leaving. This data is then usually fed to Product and Marketing teams to inform future iterations. Rather than just do this, I created a decision tree structure that enabled us to show tailored messaging in response to each answer selected,
For example, if "Moving home" is selected, a reminder about our home move service will appear.
These support options are discreet and easy to bypass, and I worked closely with our copyrighter to ensure they are seen as suggestions rather than UX dead ends.
Whilst the messaging is largely the same as what could be expected in a sales script, this lightweight, redefined approach ensures customers are informed without the need for often unwelcome sales calls, which, our research shows, negatively affect customers' experiences.
“I found a better deal (lower price) elsewhere so started the process of cancellation online. Everything was so clear and effortless compared to other providers. You weren't fighting me constantly, you just made it easy to cancel.
This is the level of customer service other providers should strive for and that made me stay.”
“I found a better deal (lower price) elsewhere so started the process of cancellation online. Everything was so clear and effortless compared to other providers. You weren't fighting me constantly, you just made it easy to cancel.
This is the level of customer service other providers should strive for and that made me stay.”
- Jonathan P (Trustpilot)
- Jonathan P (Trustpilot)
“I found a better deal (lower price) elsewhere so started the process of cancellation online. Everything was so clear and effortless compared to other providers. You weren't fighting me constantly, you just made it easy to cancel.
This is the level of customer service other providers should strive for and that made me stay.”
- Jonathan P (Trustpilot)
"I have to say that Cuckoo make leaving them so easy and problem-free so that you don't wish to leave them anymore. They make it very bittersweet.
Now I am on a mission to preach Cuckoo to my new landlord (and everyone I meet) and get back into the flock asap."
- BeanGauze (Trustpilot)
"I have to say that Cuckoo make leaving them so easy and problem-free so that you don't wish to leave them anymore. They make it very bittersweet.
Now I am on a mission to preach Cuckoo to my new landlord (and everyone I meet) and get back into the flock asap."
- BeanGauze (Trustpilot)
"I have to say that Cuckoo make leaving them so easy and problem-free so that you don't wish to leave them anymore.
They make it very bittersweet.
Now I am on a mission to preach Cuckoo to my new landlord (and everyone I meet) and get back into the flock asap."
- BeanGauze (Trustpilot)
Results
Customer contacts reduced by 80%
Customer contacts reduced by 80%
Contacts reduced by 80%
Given that the solution was not intended to address churn in the short term, it will be some time before we see the long term impact of our changes.
However, in the short term, the redefined cancellation process has,
Given that the solution was not intended to address churn in the short term, it will be some time before we see the long term impact of our changes.
However, in the short term, the redefined cancellation process has,
Given that the solution was not intended to address churn in the short term, it will be some time before we see the long term impact of our changes.
However, in the short term, the redefined cancellation process has,
Reduced related contacts to Service by more than 80%, allowing the team to handle other, more complex queries more efficiently.
Elicited Trustpilot reviews that show customers have abandoned their cancellations or generated referrals based on their experience of the new process.
Had no negative impact on the number of customers cancelling their connections.
Enabled the implementation of task mapping across all educational resources to improve accessibility.
Reduced related contacts to Service by more than 80%, allowing the team to handle other, more complex queries more efficiently.
Elicited Trustpilot reviews that show customers have abandoned their cancellations or generated referrals based on their experience of the new process.
Had no negative impact on the number of customers cancelling their connections.
Enabled the implementation of task mapping across all educational resources to improve accessibility.
Reduced related contacts to Service by more than 80%, allowing the team to handle other, more complex queries more efficiently.
Elicited Trustpilot reviews that show customers have abandoned their cancellations or generated referrals based on their experience of the new process.
Had no negative impact on the number of customers cancelling their connections.
Enabled the implementation of task mapping across all educational resources to improve accessibility.