Amazon Prime Video MGM+
Building trust through transparency: streamlining the cancellation journey
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
Goal
Outcome
Apple’s App Store rules require subscription cancellation and account deletion to be separate. Since both were on the same screen, users often deleted accounts thinking subscriptions were canceled.
Create a clear and straightforward experience that helps users confidently manage their subscription.
After launch, customer support calls dropped by 400%, significantly reducing operational cost and improving overall user trust in the platform.
Making managing subscription more meaningful
Another issue users encountered was with the Manage Subscription screen. The existing screen did not provide any value.
As a solution, I introduced more information on their existing plan as well as the ability to change the plan or cancel the subscription.
User testing existing designs
What do you think is going to happen if you tap on delete your account button?
“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
User testing shaped our mission statement
How might we make the process of canceling a subscription or deleting an account clear, effortless, and frustration-free for users?
Exploring iterations
Solution
After a few rounds or iterations and user testing, this was the final design
Making managing subscription more meaningful
The existing screen for managing subscriptions did not provide any value to the user, and I considered it a missed opportunity, as it was a perfect place to direct a user who wanted to make changes to their subscription.
Iterations
Delete Account final flow
Manage subscription final flow
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.