Selected Work / Product Strategy
Selected Work / Product Strategy
What is driving revocation — and how could we reduce it?
What is driving revocation — and how could we reduce it?
What is driving revocation — and how could we reduce it?
Context
A subscription-based digital education product was facing a high revocation rate. The initial management question was broad: how can we reduce revocation?
Rather than treating the user base as one homogeneous group, I started by breaking the rate down across meaningful customer segments.
A subscription-based digital education product was facing a high revocation rate. The initial management question was broad: how can we reduce revocation?
Rather than treating the user base as one homogeneous group, I started by breaking the rate down across meaningful customer segments.
Approach
The analysis showed that revocation was particularly high among families with primary-school children.
To understand what was driving this, I conducted interviews with customers who had revoked or churned from that segment. A central insight emerged: the main challenge was not understanding school content. Families were looking for more opportunities to practice and reinforce what had been learned.
I complemented the interviews with usability benchmarking against competing products. This showed that the existing experience was also less well suited to younger children in terms of navigation and usability.
Based on these findings, I developed a primary-school persona and a set of UX principles to guide future product decisions.
The insights then fed into a design sprint I organised, including concept development and user testing with the target group.
The analysis showed that revocation was particularly high among families with primary-school children.
To understand what was driving this, I conducted interviews with customers who had revoked or churned from that segment. A central insight emerged: the main challenge was not understanding school content. Families were looking for more opportunities to practice and reinforce what had been learned.
I complemented the interviews with usability benchmarking against competing products. This showed that the existing experience was also less well suited to younger children in terms of navigation and usability.
Based on these findings, I developed a primary-school persona and a set of UX principles to guide future product decisions.
The insights then fed into a design sprint I organised, including concept development and user testing with the target group.
Key Insight
The original business problem was not simply a general revocation issue. Breaking the data down revealed a distinct customer segment with different needs — and research showed that both the product proposition and the user experience needed to be adapted for younger learners.
The original business problem was not simply a general revocation issue. Breaking the data down revealed a distinct customer segment with different needs — and research showed that both the product proposition and the user experience needed to be adapted for younger learners.
The original business problem was not simply a general revocation issue. Breaking the data down revealed a distinct customer segment with different needs — and research showed that both the product proposition and the user experience needed to be adapted for younger learners.
Outcome
The work led to the development and launch of a new practice-focused product experience specifically designed for younger learners, which went on to become one of the platform’s most popular features.
The work led to the development and launch of a new practice-focused product experience specifically designed for younger learners, which went on to become one of the platform’s most popular features.
Methods
Product Analytics · Customer Interviews · Usability Benchmarking · Persona Development · UX Principles · Design Sprint · User Testing