Auto-Renew Growth Campaign for Brazil

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.

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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

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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.

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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]

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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.

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A few design principles I adhered to:
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+ 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.

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