Image showing a montage of photos from the updated customer-facing experience

Stories connect customers with your product

The business challenge:

Customer retention didn't meet industry benchmarks. Customers told us the number one reason they cancel is that they're unaware of all their benefits.

For example, in the healthcare category, customers can talk with an expert, get referred to a doctor for a prescription, and even order their prescription for home delivery without leaving the comfort of their couch. However, we discovered most customers didn’t know this.

My team's role:

We wondered if we could make the membership more sticky by connecting the dots for customers, right where we saw the highest amount of drop-off. We updated the experience with more compelling imagery, pithy copy, and easy-to-navigate UI.

The results:

Success! 53% increase in engagement and 7% increase in net revenue. More details below.

Here's a look at the flow

Happily, our hypothesis proved to be a big winner, resulting in a 53% increase in engagement and a 7% lift in net revenue.

One image showing several screens of the new customer-facing user experience

The idea was so successful, we launched it in other categories, like pets

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Another image showing multiple screens from the updated customer-facing user experience

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