Turning a cancellation screen into a retention system

UX Design · Growth · Shipped · A/B tested

Creative Fabrica is a B2B2C creative assets marketplace with 30M+ users. The cancellation flow is one of the highest-leverage surfaces in the product — the final decision point before churn.

The existing experience was a single confirmation screen with generic messaging and unrelated content. The initial brief was to add friction — delays, hidden actions, multi-step loops.

I pushed back.

The problem was not how to stop users leaving. It was understanding why they were leaving, and whether they had enough context to make that decision.

Most users were not cancelling due to product failure, but due to missing information:

• what they had actually used and downloaded

• that Studio was included in their subscription

• that their discounted rate would be lost if they left

None of this was visible at the moment it mattered.

Redesign

The flow was rebuilt as a structured decision surface — designed to inform, not block.

• Intent-based paths responding to user context and lifecycle

• Personalised account summary (usage, downloads, Studio access)

• Clear visibility of pricing state, discounts, and access timelines

• Exit survey feeding directly into churn analysis

• Lifecycle email alignment to ensure post-cancellation clarity

Implemented behind feature flags with incremental rollout and A/B testing.

Impact

• 25% reduction in cancellations at point of exit (A/B tested over 1 month)

• Fewer support queries related to billing and access confusion

• Higher-quality churn data for growth

• Preserved user trust at a high-friction moment