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.

User Flow

Research - User Test

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.

Proposed flow

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

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.

 

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.

Iteration after user testing

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

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.

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

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.

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.

Web - Account management

Create account - Choose plan

Change plan

Cancel subscription winback

Churned customers

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.