DAZN’s high churn rates posed a serious risk to its subscription model. The cancellation flow became a top priority, with the goal of retaining users while maintaining transparency and trust.
Role:
Lead Product Designer
Team:
UX Researcher, UX Writer, Product Designer, Product Manager, 3 Engineers, Data Analyst
Platforms:
Desktop and Mobile Web
Duration:
10 weeks
Scope:
Global rollout
The existing cancellation journey lacked structure and visibility. There was no data on why users were leaving and no tools to address churn effectively. For the business, this meant limited understanding of cancellation behaviour and no way to act on it, resulting in missed opportunities to retain users.
Mapping the cancellation flow to identify friction points and areas lacking data capture.
Through interviews, we uncovered two main frustrations: the seasonality of sports content and the friction caused by unnecessary steps in the cancellation flow.
Many users said they only subscribed during the football season and felt unsure about their options when taking a break. Others were irritated by having to re-enter their password to confirm cancellation, describing it as redundant and inconvenient. Overall, they wanted clearer choices and a more seamless experience when managing their subscription.
“I usually stop watching after football season. I just want an easy way to pause.”
“Why do I need to re-enter my password just to leave?”
Benchmarking revealed that leading services used multi-step journeys to encourage reflection, clarify what users lose when leaving, and present personalised alternatives such as discounts or the option to pause.
Benchmarking top streaming and subscription services for clarity, tone, and retention.
Within tight constraints, I explored ways to make the flow clearer, more flexible, and trustworthy.
Pause integration: This feature already existed but was often misunderstood. I repositioned it earlier in the journey and clarified its purpose as a temporary break, making it a clear alternative to cancellation.
Reason-based flow: Depending on the reason selected, users were shown relevant discount offers designed to address their specific motivation for leaving.
Transparency: Each step explained what users would lose before confirming, helping them make confident, informed decisions.
New Journey Flow
High-fidelity wireframes detailing the redesigned cancellation journey for all supported markets.
Final design with improved copy, streamlined steps, and clear visual hierarchy for decision points.
The final design created a supportive, transparent experience that respected DAZN’s business requirements (such as password confirmation) while giving users clearer, more meaningful choices.
I tested two versions of the cancellation experience: one with contextual offers and one without. The goal was to see if a more supportive tone and personalised options could improve perception and retention.
The version with contextual offers performed better. Users described it as clearer and more human, with 4 out of 10 participants saying they would reconsider cancelling when shown relevant offers or the option to pause.
💬
Flow A
Flow B
Two paths from the validated prototype: Flow A where the user accepts the offer, and Flow B where the user continues to cancel.
1
Improved user understanding and confidence throughout the cancellation journey.
2
Made the pause option more visible and actionable, directly addressing a key customer need.
3
Local markets adopted bespoke variants of the flow.
4
Delivered early indicators of higher retention and improved user satisfaction.
What I learned
Balancing retention and transparency was the main challenge. Adding a light layer of friction encouraged users to pause and reflect, while clear, honest messaging built trust. The project became a reference for how DAZN could handle lifecycle moments globally, showing that supportive design retains users without manipulation and that collaboration drives scalable outcomes.