Subscription & Renewal Experience

Project Summary

Redesigned a customer-facing web experience and improved supporting workflows to reduce friction, streamline purchasing and renewals, and create a more predictable recurring revenue experience.

Context

The existing web experience had grown incrementally over time, resulting in fragmented user flows, manual operational work, and inconsistent handling of renewals.

Customers struggled to understand their options, while internal teams spent significant time managing exceptions, renewals, and support requests that could have been handled by the product.

Problem

The business needed a clearer, more reliable way for customers to purchase and maintain subscriptions without relying on manual intervention.

At the same time, the experience had to reduce operational burden while supporting recurring revenue in a live, production environment.

Approach

The redesign focused on simplifying the end-to-end customer journey and removing unnecessary handoffs between users and internal teams.

The goal was to create clear paths for purchasing, managing accounts, and renewing services while minimizing edge cases that required manual follow-up.

Solution

The updated experience clarified how customers purchased, managed, and renewed their subscriptions.

• Core flows were redesigned to reduce confusion and support self-service
• Renewal behavior was made predictable and transparent for customers
• Manual renewal processes were replaced with automated flows
• Internal teams gained relief from repetitive, time-sensitive renewal work

The result was an experience that worked for both customers and the business.

Outcome

• Multi-million-dollar recurring revenue supported through improved renewal flows
• Reduced manual intervention by account and support teams
• Fewer renewal-related issues and customer questions
• More predictable revenue and operational planning

Takeaway

I design customer experiences that balance usability, operational efficiency, and business outcomes.