RentSpreeProduct design · 2023

Subscription Offboarding

Designing the moment a subscriber decides to leave.

RentSpree offered paid features through a subscription, with a one-month free trial for first-time users. I designed an offboarding flow that explained the benefits users would lose, offered a discount, and collected feedback from those who continued to cancel.

Team: Product Manager, Product Designer, Research Team, Tech Lead, and Marketing Team.

Role: Product Designer
Company: RentSpree
Timeline: 1 month · 2023
Scope: Desktop & mobile

RentSpree subscription offboarding screens — The RentSpree subscription offboarding experience.

My contribution

From cancellation research to the final interface.

I researched competitor cancellation flows and designed the user flow, wireframes, and final desktop and mobile interfaces. The project took one month in 2023.

The problem

Price mattered, but it was not the only reason to leave.

Pricing complaints informed the discount-focused MVP. The cancellation survey also showed a broader issue: 44.1% selected “Not using it anymore,” compared with 18.8% who selected “Too expensive.”

I compared other cancellation experiences, including how they explained lost benefits, collected exit feedback, and offered alternatives.

Cancellation survey: 44.1 percent not using it anymore and 18.8 percent too expensive — Cancellation reasons showed that usage and perceived value also needed attention.

Competitor research into subscription cancellation experiences — My comparison of cancellation flows and retention approaches.

The key decision

For the MVP, offer the discount before the survey.

I mapped the flow with the Product Manager and developer. The MVP first explained which benefits would be lost, then offered a discount. Users who declined could continue to an exit survey and cancellation.

We placed the survey after the offer because the MVP only had a discount to offer. Asking users for their reason first, then offering a discount even when their concern was unrelated to price, could make their feedback feel ignored.

Subscription cancellation user flow with an offer and exit survey — The user flow used to align the sequence with the team. Open full-size to inspect the branches.

MVP wireframes showing benefits, discount, and cancellation paths — MVP wireframes: the discount offer comes before the exit survey.

What launched

Explain the change, then present the offer.

The MVP included a page explaining the subscription benefits users would lose and a discount offer. Users could accept the offer or continue with cancellation.

Launched screen explaining subscription benefits lost after cancellation — The benefits page explained what would change after unsubscribing.

Launched subscription discount offer screen — The offer gave users an alternative before continuing with cancellation.

Reported result

Not every cancellation start became a cancellation.

The original project notes report a 15% reduction in drop-off after launch. The accompanying funnel records 20 cancellation starts and 17 confirmations: three users did not complete cancellation in that snapshot.

This small funnel snapshot does not establish long-term retention or show that all three users accepted the discount.

Cancellation funnel showing 20 starts and 17 confirmations, an 85 percent completion rate — The recorded funnel: 20 starts and 17 completed cancellations.

Reflection

A lower price cannot solve every value problem.

Some users did not accept the offers. My reflection was that the issue might be the value of the features, rather than price alone.

Further exploration

Match the response to the reason for leaving.

A separate wireframe exploration asked for the cancellation reason first, then offered a relevant response. This was a broader direction than the discount-first MVP.

Further wireframe exploration that asks a cancellation reason before showing relevant options — Further exploration: reason first, followed by an appropriate response. This is separate from the launched MVP.