I worked on El Confidencial’s first subscription offboarding experience, making it transparent and user-focused while also giving the team new ways to reduce churn and learn from subscriber feedback.
I began by researching how other digital platforms such as Netflix, Amazon, and Spotify handle subscription cancellations. The analysis focused on tone of voice, retention tactics, and user trust. These references helped define key principles: clarity, autonomy, and contextual feedback instead of friction.
El Confidencial had no structured offboarding experience for subscribers. Cancellations happened instantly, leaving no chance to understand user motivations or retain them. The goal was to design a flow that reduced churn while collecting actionable insights.
The project also aimed to collect data on cancellation reasons. Each answer guided users through a different flow, keeping the process adaptive and informative.
The flow starts by confirming the user’s intention to cancel. It shows clear information about the subscription period and next billing date. If it’s a technical issue, users can quickly reach support before proceeding. This reduces unnecessary cancellations caused by simple errors.
The next step introduces a dropdown asking users why they’re cancelling. Depending on their selection, the system activates different paths—each one designed to respond contextually. This logic transforms the offboarding into a learning opportunity for both users and the company.
For users citing “lack of value,” we show what they’d miss—selected premium stories and data-driven reports. This highlights the subscription’s worth and encourages reconsideration.
Depending on the chosen path, users either complete the cancellation or keep their subscription active. The final modal confirms the status with clear messaging and visual feedback—avoiding ambiguity or frustration. This transparency builds trust while closing the interaction on a positive note.
Before final confirmation, users can review and compare their current and new subscription details. This transparent summary shows renewal dates, payment methods, and pricing changes—helping users make an informed decision.
I began by researching how other digital platforms such as Netflix, Amazon, and Spotify handle subscription cancellations. The analysis focused on tone of voice, retention tactics, and user trust. These references helped define key principles: clarity, autonomy, and contextual feedback instead of friction.
Depending on the chosen path, users either complete the cancellation or keep their subscription active. The final modal confirms the status with clear messaging and visual feedback—avoiding ambiguity or frustration. This transparency builds trust while closing the interaction on a positive note.
The offboarding flow significantly reduced the cancellation rate and became a key part of El Confidencial’s retention strategy. Beyond immediate business impact, it also enabled data collection on user motivations, now used to guide future iterations. The project demonstrated how small UX improvements can generate substantial long-term value.