Optimizing the subscription renewal journey

39% Increase in subscription renewal rate

Company

fromm

Industry

Social Platform

Duration

2 Months (2024)

My Role

Product Designer

Team

1 Product Designer, 1 Product Manager, 4 Engineers(Android, iOS, Backend), 1 QA Tester

Overview

What is fromm?

fromm is a K-POP fandom platform where artists and their fans connect through direct messaging. The service operates on a subscription based model where fans purchase subscription passes to communicate with their favorite artists.

Problem Space

What is the issue?

The renewal process for users who turned off auto-renewal was too complex. To resubscribe, users had to go through a 5 step flow. This long and complicated journey resulted in a low renewal rate.

Renewal flow:
1. fromm App
2. fromm Store
3. Menu
4. Manage Subscription
5. Select Subscription → Renewal Setup

Research

Research Plan

I mapped the renewal journey to understand where users lost motivation to continue. I focused on the moments when users were actively using the service and most likely to value staying subscribed.

Journey Analysis

Users purchase a Subscription Pass mainly to exchange messages with their favourite artists. The journey analysis showed that users experienced the value of the subscription in the chat room, not in the store where they completed the purchase.
1. The Core Value Experience: The store supports the transaction, but the chat room is where users experience the product’s main benefit: direct communication with an artist.
2. Experience Point: Users were most engaged when they received a message from an artist. I used this moment to show the subscription status and make renewal relevant to the conversation.

The primary reason users purchase a Subscription Pass is to chat with their favorite artists. Through Journey Analysis, I identified that the chat room is the most significant space where users experience this core value.

1. The Core Value Experience: Store is a space for purchasing passes but chat room is where the core feature of direct communication is best experienced.
2. Experience Point: Users experience the highest satisfaction when they receive a message. I identified this is the best moment to show the subscription status because users feel the strongest connection to the artist right now.

Choosing the right moment to show renewal

I moved the renewal message into the chat room, where users were already engaged with the artist, instead of showing it only in the subscription settings.
1. Losing access to the conversation: The design explained that users would lose the ability to send messages, then offered renewal before the conversation was interrupted.
2. Renewing without leaving the conversation: Users could renew without navigating through the store and subscription settings. This reduced the number of steps between deciding to continue and completing renewal.

Setting the Hypothesis

Placing the renewal status in the chat room where users feel a strong connection will increase the renewal rate. This change turns the user’s desire to stay connected into an immediate action.

Design

Enable fast renewal within the chat room

1. Seamless Flow: I placed the notice at the top of the chat so users could see the renewal option without losing access to the conversation.
2. Core Value through UX Writing: I used copy that explained what users would keep access to after renewal, rather than leading with payment or subscription terminology.
3. Clear and Respectful CTAs: Three clear actions provide a balance between business goals and user control.

Close: Dismisses the notice for the current session.
Not Now: Snoozes the alert for 24 hours.
Auto-Renew: Reactivates the subscription immediately.

Impact

Renewals rose by 39%, with about 1,200 users keeping their subscriptions. Cancellations within 30 days also increased slightly, showing that a shorter renewal flow did not address every reason users left. The main lesson was that beyond just shortening the process, fixing deeper problems and improving the value of the service is important.

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