Why did we care?
A recent law passed removing automatic renewals for products, meaning that users needed to opt-in in order for their subscriptions to renew at the end of their term.
This project, though for a smaller audience, also provided a good opportunity to differentiate the user and business problems to ensure a strong test. Writing a good hypothesis is the first step.
User perspective
I live in Brazil and I have an Adobe account. I’ve heard about the recent law (or maybe I haven’t). I’m fine if unwanted subscriptions fall off, but I would like to keep those that I use regularly.
Business perspective
Brazil is a large and important market. We'd like to encourage customers to opt-in to auto-renewals so that they don't lose access to their subscription and so that the business doesn't lose out on important revenue.
Testable Hypothesis Framework
Our Sr Director for PLG, Margaret Quan, popularized a madlibs-esque framework that's helped teams write better hypotheses.
For
[targetable audience]
If
[product delivers or enables this intervention]
Then
[user experiences product value]
We’ll know by
[test metrics and KPIs]
Applying that framework to this campaign:
For current customers in Brazil
If they are aware that auto-renew has been turned off and that they will lose access to their apps
Then users will manually turn on auto-renew
We’ll know by a reduction in cancellation ARR and neutral or increased auto-renewals.
A few design principles I adhered to:
+ I extended an illustration that had been created for the LATAM audience a year prior to reduce the time needed for the project.
+ Our research has shown us time and time again that animated content receives more engagement than static images.
+Though this is an urgent, timebound action we'd like users to take, friendly-feeling assets were prioritized over alert-feeling assets.
And the tl;dr
The schedule for the test was as follows:
Two weeks from the deadline: show the less urgent banners every other day until the user takes an action
One week out from the deadline: show the 'alarm' banners every day until the user takes an action
After the deadline: show the 'contact support' banner
