Business Context

JustFab is a subscription-based e-commerce site selling women's and kids' clothing and shoes. Each month, VIP members pay a membership fee, which can be used to shop for items on the website. However, subscription cancellation is one of the biggest factors affecting the company’s revenue. This project aims to enhance the cancellation flow by offering alternative options to users to reduce the cancellation rate.

Solution

One of the best practices for preventing users from canceling their membership in a subscription-based e-commerce business is to offer a pause or snooze option. I designed the pause feature for the cancellation flow. Due to varying state laws, Californian and non-Californian users are offered two different cancellation flows. Details will be explained later.

The primary metric we measure is the cancellation rate of VIP membership. Thus the hypothesis of this study is the membership pause feature reduces its cancellation rate.

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