Deliveroo
Award winning delivery service owned by DoorDash
MY ROLE
Product Designer
Project Timeline
3 Weeks
THE RESULT
Initial 7 day roll out:
76 uncancels ~ 3.6% conversion
PROJECT OVERVIEW
The challenge
Customers usually join Plus for free delivery but cancel if they feel they aren't saving enough or using the benefits. After canceling, they keep their perks until the billing cycle ends. An average of 4% of paid members cancel monthly. Crucially, 38% of these canceling customers still placed an order before their access expired.
The opportunity
Because this 38% continues to use the service post-cancelation, they prove Plus is still relevant to them. The proposal was to target this group with a 1-click renewal nudge right before their billing cycle ends to drive retention.
The Goal
The primary goal was to reduce voluntary churn for Plus members; by reminding them of all the savings and benefits they will be losing once they terminate their membership, and allowing them to renew their membership in a very simple way.
Plus home CTA
High-Impact Placement: Positions the renewal CTA inside the account menu and Plus membership home where active, canceling users are most likely to see it.
Reminding Them of Value: Places the "Keep your Plus membership" button right under their active benefits, making them think twice about the perks they are about to lose.
Removing Friction: Turns a standard account view into a quick, 1-click shortcut to undo their cancellation before their access runs out.
Account banner
18k Account banner impressions
Direct Banner Access: Users can tap the purple banner at the top of the Account screen to instantly open the renewal flow, catching them right when they access their profile settings.
1-Click Bottom Sheet: Tapping the banner triggers a bottom sheet focused on a single, clear message: "Don't lose FREE DELIVERY FEES!". It keeps their payment method on screen to make renewing as effortless as possible.
Instant Success State: Clicking the purple "Keep your Plus membership" button immediately opens a confirmation screen reassuring the user that they are staying a member.
Seamless Return to Ordering: A prominent teal "Order now" button on the success screen quickly channels that retained motivation back into the app's main feed, encouraging immediate engagement.
Spotlight home banner
30k Spotlight/Marketing banner impressions
Homepage Intervention: By placing an in-feed spotlight banner on the main homepage carousel, we target the 38% of users right when they open the app with the high intent to order.
Immediate Value Nudge: The banner uses bold text ("KEEP your Plus membership, KEEP your free delivery!") alongside clear food imagery to link the benefit directly to the meal they are about to buy.
Frictionless 1-Click Sheet: Tapping the banner immediately opens the renewal bottom sheet, presenting an effortless, one-tap way to save their membership without leaving the shopping path.
Instant Re-engagement: Once renewed, a swift success screen transitions into a teal "Order now" button, instantly sending the user back to the home feed to complete their order with their benefits intact.
Summary
Proven Impact: The project successfully drove engagement with 30k Spotlight banner impressions and 18k Account banner impressions, leading to 963 modal opens (~2% conversion) and 76 un-cancels (~3.6% conversion).
Positive Loss Aversion: The copy focuses on what users love most, not losing free delivery, using psychology to remind them of the membership's value without resorting to negative framing or dark patterns.
Frictionless & Rewarding: The 1-click un-cancel button removes all signup hassle, giving users instant gratification and peace of mind that their order will be delivered for free.
Agile Team Contribution: This was one of many quick and simple experiments designed to move the needle on our team's overarching goal of reducing voluntary membership churn.