Account management journeys: canceling subscription, deleting account and changing plans
Entertainment
B2C
iOS & Android
TV Design
At Amazon Prime Video MGM+ (formerly EPIX), I led the redesign of the platform’s subscription management experience, a critical flow where users upgrade, downgrade, cancel, or permanently delete their accounts.
Problem:
Apple’s App Store policies require subscription cancellation and account deletion to remain separate actions. Users frequently assumed one action covered both, leading to confusion.
Goal:
Create a clear experience that helps users confidently manage their subscription, whether they’re changing plans or fully leaving the platform.
My role: Lead Product Designer
Duration: 6months
Team: UX Research, Product, Engineers, QA
Outcome:
After launch, customer support calls related to cancellations and account deletion dropped by 400% significantly reducing operational cost and improving overall user trust in the platform.
TLDR;
The issue was that customers were unable to cancel their subscription and delete their account. Customer support calls skyrocketed as people complained that they were being overcharged.
Through multiple rounds of user testing and iteration, I separated these two actions into distinct screens and journeys. I also added more information to the subscription screen, which resulted in a significant reduction in customer support calls.
How I solved the delete account functionality
I separated the account deletion from the subscription cancellation, shortened the text, and clarified the layout.
How we improved managing subscription journeys
Another issue users encountered was with the Manage Subscription screen. The existing screen provided no value, and there was no way to manage the subscription.
Going back to the beginning…step by step process
It started with user testing of existing screens
Methods: Unmoderated user testing using UserZoom
Goal: Determine whether users understood that canceling a subscription and deleting an account are two separate functions
What do you think is going to happen if you tap on delete your account button?
Based on this feedback, it was clear that research participants did not understand that cancel subscription and delete account were not separate journeys.
“I expect that my subscription will be canceled immediately.” - Research participant
69% of participants thought that their account would be deleted, and the subscription would be canceled
These findings shaped our problem statement:
How might we make the process of canceling a subscription or deleting an account clear, effortless, and frustration-free for users?
Iterating based on user feedback
Refined flows and content based on usability insights to improve clarity and reduce friction.
Designs
Making managing subscription more meaningful
The original screen provided basic functionality but lacked clarity and context.
Testing iterations
I conducted an A/B test to understand which design resonated better with users.
Subscription cards explorations
In exploring how to present multiple subscription options, I tested both horizontal and vertical card layouts. The vertical approach proved easier for users to scan and compare. Feedback also showed a desire to view the current plan within the “Change Plan” screen.
Final designs
Refined layouts and interactions based on user feedback to improve clarity and align with the product’s visual language.
Validating designs
Feedback was largely positive, though some users noted that low contrast made it difficult to distinguish the selected card.
“It was very simple. I don’t think there was anything that I would like to see changed. In fact, I would say it was easier than most.” - Research participant
Outcome
Refined visual hierarchy and accessibility. Increased card contrast and added motion feedback for clearer selection. Adjusted typography and spacing for readability.
How did the experience improve?
Outcomes and Results
Customer support calls related to cancellations and account deletion dropped by over 400% after launch.
User Impact
Users described the new offboarding flow as clear, respectful, and easy to navigate. Transparency around subscription status and next billing dates reduced confusion and frustration.
Business Impact
The redesign significantly lowered support costs and improved user trust metrics. Simplifying account deletion also strengthened alignment with compliance and brand perception, reducing legal risk and increasing retention among re-subscribing users.
Other platforms
Since MGM+ is a streaming service, I designed it for multiple platforms, including iOS and Android (mobile and tablet), the Web, Apple TV, and Android TV.
