Introduction

To support an evolving business model, Reckon were looking to move from their existing flexible pricing model to a more curated set of packages.

My job was to map and improve the workflows for customers purchasing, upgrading or renewing their subscriptions.

Research

To understand the issues facing customers with the existing subscription flows, I did the following:

• Listened to customer support calls
• Interviewed internal support staff
• Reviewed subscription purchase and renewal metrics
• Went through 'reasons for cancellation'
• Filtered NPS data for relevant feedback

Findings from initial research.

To summarise: Though flexible building block pricing plans work well for businesses that need fine control over product features and costs. These plans can also be confusing to manage and costly to scale. They can also be prohibitive for small and growing businesses who need access to many features in a less comprehensive and confusing way.

Journey mapping

The next step was to work through the product suite, testing and mapping the current workflows for managing subscriptions, and produce detailed journey maps outlining the experience, and any opportunities for improvement.

Mapping subscription journeys across the product suite.

Designing

By taking the time to understand the core customer problems, and map out the existing journeys, designing the solution was much easier than it would have been without this information.

New and improved subscription purchasing flows.