Deliveroo

Award winning delivery service owned by DoorDash

Goal & Strategy

New flow design

background

Through a very in depth design exploration, thinking about content, accessibility, localisation, re-useable and scalable components. Working closely with and lots of in put from legal, content, engineering, localisation, stakeholders etc I came to this final ideal flow.

Experiments

Experiment 1: The savings screen

Solution
Designed a personalised subscription experience that either highlighted users' savings over the past 30 days when they had exceeded the cost of their Plus subscription, or encouraged users with low savings to switch to a more suitable tier by showcasing alternative plans and their benefits. Particular consideration was given to localisation and varying copy lengths to ensure a consistent experience across the flow.

Design points

• 30 days savings shown (further experimentation
on length of savings to be explored)

• Breaking down the savings highlights benefits users maybe didn’t know they
had as well as where they are getting the most value from Plus. This also increases trust providing evidence of savings

Result
This change has resulted in a significant 2% reduction
in cancellation rates (share of users cancelling at the end of the cancellation
flow out of those who entered it) across all subscription tiers (77% to 75%).

Experiment 2: The benefits table

Solution
introduction of a “lost benefits” screen that presents a table highlighting key benefits for the current tier that will be lost after cancelling.

Design points
Accessibility focus - Partnered with engineers and a visually impaired colleague to improve screen reader usability, ensuring table content was communicated in a logical, natural-language format rather than as isolated cells.

Results
we observe a significant 0.7% reduction in cancellation rates across all tiers, from 74% in the group exposed to the flow v1 (Cancellation flow with savings screen) to 73.2% in the group exposed to this new flow with the table (V2)

The cancellation flow that presents a new “lost benefits” screen presents a
significant 2.4% reduction in cancellation rates across
all tiers if we compare it to the old flow (Original); cancellation rates reduce from
76% in the control group (original) to 73% in the treatment group (v2).

Experiment 3: The offers and incentives screen

Problem

• High Voluntary Churn: Out of 855k lost paying customers, 574k (67%) chose to terminate their subscriptions voluntarily.

• Perceived Value Gap: High churn suggests a mismatch between the cost of Plus tiers and the actual value customers feel they receive.

• Lost Retention Opportunity: Approximately 12k Gold subscribers cancel monthly despite continuing to order from Deliveroo within 30 days, indicating they are still active users who have simply opted out of the loyalty tier.

Solution

• Improved cancellation flow – Introduced a new intervention screen to engage users before they completed cancellation.

• Tier downgrade options – Offered alternative plans, including Prime Silver and Paid Silver, for users looking to reduce costs.

• Personalised experience – Displayed relevant plan options based on the user's current subscription.

• Goal – Retain users by moving them to a more suitable Plus plan rather than losing them completely.

Design points
I created these cards as variants ensuring they were flexible components and could be amended for future experiments and offers. I kept the cards small ensuring the CTAs would sit above the fold.

Result
Cancellation rates decreased across both key metrics. Users exposed to the new experience were less likely to cancel their subscription, with a 3.2% reduction in cancellation intent and a 1.3% reduction in overall subscription cancellations.

The results indicate that the new experience successfully encouraged some users to exit the cancellation flow and remain subscribed.

NEXT STEPS

• Each experiment was successful in the reduction of cancellations. In total from the 3 experiments 24,000 paying subscribers were saved.

• The next experiments to come will be adding in a ‘Remind me later screen’, experimentation with savings length of time and contextual placement and messaging outside of the cancellation flow.

• New DMCC legislation will likely require a minimal-click cancellation flow. We need to review our recent experiment results to see how we can best apply those learnings to the wider experience.