Amazon Prime Video - Epix

Streaming service, subsidiary of Amazon Prime Video. 

Platforms: iOS mobile and iPad, Android, Web, Apple TV, Roku, Amazon Fire Stick, Android TV, Samsung TV

Problem: According to Apple’s new guidelines, we had to rethink how we let our customers delete their accounts. Due to internal technical constraints, deleting the account and canceling a subscription couldn’t be in one place. The goal was to make it clear that these are two different actions

My role

Senior product designer

My responsibilities

User research
Concept design
User flows
UI exploration
Low fidelity mockups for early uxr
High fidelity designs
Prototyping
Annotation and dev handoff

Team

Design
Nino James, Christine Chang

Product
Melissa Klein

Engineering
Mihai Petru, Vlad Stanescu, Mihai Garda, Dennis Coman, Bogda Tezrett, Tudor Cazacu, Pamela Nibadi, Leonardo Alfonso, Maggie Lei, Gerardo Huerta, Octavian Floare, Luis Silva, Andrei Constantinescu, Ediard Loo

Timeline

November 2021 - June 2022
Exploratory phase

Delete Account 

My initial role was a user test on the confirmation modal in the delete account flow.

Even though the goal of the test was to learn about the extra confirmation modal, I saw an opportunity to test an entire flow. I suspected that the Delete Account and Cancel Subscription screen wouldn’t be clear enough for people, and I wanted to confirm the hypothesis.

Two smartphone screens showing an account deletion process on a black interface. The left screen offers options for canceling a subscription or continuing to delete the account. The right screen warns that account deletion will result in losing all data and immediate loss of access, requiring password confirmation for deletion.

User Flow

Flowchart depicting a subscription management process for an app, including steps for logging in, changing plans, and canceling subscriptions via iOS/Google Play.

Research - User Test

Demographic data with pie charts for gender, age, and income of a sample size of 30 in the United States, ages 35-75, income $50k-$100k+, screened for viewing and streaming behaviors.

What do you think will happen if you delete your Account?

“I expect that my subscription will be canceled immediately.”

- Research Participant

“I’m confused why I would delete my account and not cancel it.”

- Research Participant

My findings proved that the previous solution wasn’t clear, and participants were confused.

As the next step, I designed a few iterations.

Screenshot showing mobile app interface for managing a subscription and account. The first screen offers options to cancel the subscription or delete the account. The second screen displays subscription management details, including the current plan billed at $5.99 monthly. The third screen shows a prompt for deleting a profile, emphasizing that profile deletion does not cancel the subscription, with a password confirmation field.

Proposed flow

I proposed changing “Account” to “Profile” and keep it under the Profile, but separate it from subscription deletion.

Three smartphone screens showing a profile deletion process. First screen prompts for password confirmation to delete a profile linked to an email, stating data will be permanently deleted. Second screen asks for confirmation to delete everything. Third screen confirms profile deletion and loss of data, instructing to create a new account for future use.

Second round of user testing

“I believe it is all very user-friendly and self-explanatory. It tells you in great detail what canceling and deleting a profile means.”

According to Apple’s rules, we were not allowed to use the word “Profile,” so we had to go back to the word “Account.” As a compromise, we moved Delete Account to the Legal section of the app to create more friction with feature discovery.

Mobile app settings screens showing options for managing subscription, profile, TV connection, parental controls, help, legal terms, and account deletion process with password confirmation.
 

Cancel Subscription

Delete Profile wasn’t a solution for canceling the subscription. We needed to find a solution for the cancel subscription feature.

 

Based on the data that I gathered while working on the Delete Account feature, I was able to come up with a few possible solutions for the Cancel Subscription feature.

Three smartphone screens displaying app subscription management, including monthly and bi-annual pricing, billing dates, and options to change or cancel plans.

Iteration after user testing

After user testing, I updated the link to a button and moved cancel subscription under the change plan screen.

Three smartphone screens displaying subscription management options for a service called Epix Now. The first screen shows current monthly plan details and an option to change the plan. The second screen offers a choice between monthly and bi-annual plans with pricing. The third screen prompts the user to choose a subscription plan and start watching.

Change Subscription

EPIX NOW has recently introduced different plan options, and I worked on the upgrade and downgrade flow for iOS, Android, and 10FT applications.

Two smartphone screens showing subscription management options. The left screen displays current subscription details, including a monthly plan for $2.99, next billing date, and subscription through the App Store. The right screen offers a change plan interface with options to select monthly at $5.99 or bi-annually at $30 with a 15% savings. Buttons for changing plan and canceling subscription are visible.

UI exploration

I designed few solutions for plan tiles based on the data that I had from past research

• Users wanted to see their current plan when on the Change Plan screen
• Vertical scrolling was preferred over horizontal scrolling

Screenshots of a subscription change page for EPIX, offering two plans: Bi-Annually at $30 per 6 months with a 15% discount, and Monthly at $5.99 per month. Both plans have descriptions and terms regarding free trials and renewals. Each screenshot shows different layouts or details of the plan options and terms.

Final design

I made a recommendation to reformat the legal copy because our current design makes it very challenging to read. Since we were on a tight deadline and changing copy required the legal team’s input, we had to put it on hold.

Screenshot of a mobile app showing subscription plan options for "Epix." Two plans are offered: Monthly at $5.99 per month and Bi-Annually at $30 every 6 months, with a 15% savings. "Change Plan" and "Cancel Subscription" options are available. Fine print includes terms and condition notes. The current plan is highlighted as Monthly.

User Test

“I would make my current plan easier to notice. I would highlight it with a colorful border.”

- Research Participant

“It was very simple. In fact, I would say that it was easier than most.”

- Research Participant

Final UI flow

I made changes to the plan tiles based on the feedback from the user test. The previous design didn’t stand out enough, so I added a checkmark next to the selected plan.

Screenshots showing the process of managing an Epix Now subscription on a mobile app. Includes plan details, options to change plans between monthly and bi-annually, pricing information, and confirmation of subscription changes through the App Store.

Web - Account management

Create account - Choose plan

Epix Now website account creation and subscription process screens with options for monthly and annual plans.

Change plan

Screenshot showing subscription management interface for Epix Now. The left panel displays account details, including personal info, subscription plan, payment method, and device settings. The middle panel shows options to change the subscription plan between monthly and annual billing. The right panel confirms successful plan update.

Cancel subscription winback

Screenshots of Epix Now account management interface showing personal info, subscription details, cancellation and confirmation prompts.

Churned customers

Screenshot of EPIX Now account management and subscription pages showing personal information, subscription options, and settings. The first page allows users to update personal info, restart subscription, and manage devices. The second page displays monthly and annual subscription plans. The third page confirms account setup and activation with a 'Watch Now' button.

Learnings and Outcomes

  • Canceling a Subscription: Users prioritize locating the cancellation option easily, regardless of its location or the number of clicks required.

  • Designing for Scale: We create solutions that can accommodate future feature implementations.

  • Technical Insights: I've learned about the technical differences between various platforms. For instance, the Fire Stick has a different screen size compared to others, and Roku only offers annual subscription plans.