NOW TV

NOW TV (operated by Sky Group) is a leading UK subscription streaming service. With a massive user base, managing subscriber retention is critical to the business model. The existing cancellation process was a friction point, causing customer frustration and high churn rates.

The cancellation flow was opaque and difficult to navigate. Users felt trapped, leading to low Customer Satisfaction (CSAT) scores. From a business perspective, the flow failed to effectively present "save offers" or alternative plans that might convince a user to stay before they left.

I led the redesign of the billing and cancellation journey, focusing on behavioral psychology and user retention.

• Conducted a UX audit of the existing cancellation flows against competitors (Netflix, Prime Video).
• Facilitated workshops to map out "Save Journeys" - logic flows designed to offer personalized retention deals.
• Designed wireframes that balanced business retention goals with user transparency.
• Prototyped the "Win-back" experience, testing different offer placements and messaging.
• Collaborated with data teams to ensure the new flow could track save rates and churn metrics accurately.

We redesigned the journey to be a "Save" flow rather than just a cancellation form. Instead of hiding the exit, we acknowledged the user's intent but presented targeted offers (e.g., "Stay for 50% off") based on their viewing habits. If they still wanted to leave, the process was made clean and respectful to preserve brand sentiment.

• +17% Increase in "Save Rate" (Users who decided to stay).
• +24% Increase in Customer Satisfaction (CSAT).
• 13% Reduction in overall churn during the test period.