A choice that fits.
A clear way to leave.
BLUECHEW · SUBSCRIPTION EXPERIENCE
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Design challenge
How might we help BlueChew customers on mobile choose their next step after tapping Cancel—so more stay willingly, while measuring pressure and frustration?
5W + HOWWhoWhatWhenWhereWhyHow
Customer & business goals
Control what
More customers
stay willingly.
Resolve the mismatch.
Keep cancellation easy.
After “Cancel”
Tap Cancel
“I don’t need the next order.”
Check billing
“Will I still be charged?”
See the choices
“Maybe a pause is enough.”
Confirm
“I know what happens next.”
Illustrative scenario · To validate with customers.
Product response
DIFFERENT NEEDS
→Timing · Cost · Treatment
Start with a choice
BEFORE COMMITTING
→What changes? When?
Review before committing
AFTER CONFIRMING
→What happens next?
Confirm the outcome
Concept · Eligibility and billing rules to validate.
Three directions. Choose C.
Click to open in Figma ↗A · DIRECT EXIT
Cancel → Confirm → Receipt.
B · REASON-LED GUIDANCE
Ask why → Suggest an alternative.
SELECTED · C
Choice-first management
See every option. Choose freely.
C’s choices + A’s clear exit
+ B’s pause details.
Choose your next step.
Loops automatically · Click the phone to try
Tap Cancel subscription
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Pause one delivery.
Loops automatically · Click the phone to try
Tap Pause this month’s delivery
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Find a better fit.
Loops automatically · Click the phone to try
Tap A lower-cost option
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Plan change · Four steps
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Talk to a provider.
Loops automatically · Click the phone to try
Tap Preview provider request
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Complete cancellation.
Loops automatically · Click the phone to try
Tap Confirm cancellation
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Cancellation · Four steps
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Product validation
More willing stays. Cancellation stays easy.
Do they feel
in control?
Test on mobile. Ask:
“Did you feel free to cancel?”
Do more choose
to stay?
Compare with direct cancellation.
Measure explicit, understood stays.
Does the
choice hold?
After renewal: check regret,
repeat cancellation and complaints.
Abandonment ≠ retention. Revise if cancellation gets harder.