Designing a Retention-Focused Offboarding Experience
Overview
With many users leaving after the Akamai partnership ended, the company lacked visibility into churn reasons. I redesigned the offboarding experience into a structured flow that captures feedback and offers alternatives. Users could retain settings, keep cloud storage, or downgrade instead of fully canceling.
Challenge
The challenge required turning offboarding into a retention and insight-gathering moment. Challenges included:
No churn data
Users canceling due to yearly events
Lost settings/data made returning harder
No retention options available
Objective & Goal
To reduce churn, provide alternative retention paths, and gain insights into why users unsubscribe.
Process
I restructured offboarding into a clear three-step UX: showing impact, collecting targeted feedback, and offering personalized retention options. By integrating warnings, feedback categories, and storage/retention plans, the process became a strategic moment to reduce churn, educate users, and improve recoverability. The process included
Step 1: Impact awareness
Step 2: Feedback (structured categories + notes)
Step 3: Retention options
Settings retention
Cloud storage plan
Custom retention pricing
Clear confirmation + success modals
Result
Redesigned the onboarding experience for a global CDN SaaS platform to improve user activation and retention. By simplifying the flow, refining plan categorization, and integrating customer segmentation, the redesign achieved 84% more direct purchases, 33% fewer inactive users, and a 78% boost in monthly revenue — proving the power of data-driven UX design in SaaS environments.
Learnings
Emotional design, choice architecture, and transparency were critical in framing offboarding as a thoughtful, user-centered process instead of a dead end. By giving users alternatives and explaining consequences clearly, the flow successfully reduced avoidable churn.
Additional Learnings:
Offboarding must include empathy and clarity.
Structured feedback is essential for refining product strategy.
Logical alternatives prevent unnecessary cancellations.
Tools That Shaped This Project
You’ve seen the results now see
Figma File
I document everything in Figma the ideas, the iterations, the experiments.
Take a peek, it’s all there.
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