CLEAR - REACTIVATION FUNNEL
Optimizing CLEAR's Win Back Flow
A concerning decline in organic reactivations posed a significant threat to our growth and customer acquisition targets. To address this, we needed to deeply understand the underlying causes and develop targeted product strategies for reversal.
Note: these designs & strategy are currently in-flight and pending release
The Opportunity
Current Funnel Performance
To identify key areas for design optimization and improve conversion, a thorough understanding of the existing user experience and its pain points was crucial.
Member Research
Prior to conducting member research, my focus was to:
- Identifying key reasons for initial membership cancellation
- Uncovering the motivations behind rejoining
- Pinpoint key areas for strategic improvement across the entire customer journey
Through comprehensive surveys and interviews with a total of 173 current and former members, we uncovered critical factors influencing both cancellation and the decision to reactivate.
Key finding: Reactivation is strongly linked to shifts in member's travel and lifestyle needs.
Our Winback Product Strategy
Optimizing for Robin
Our new product strategy is specifically designed to effectively re-engage various types of churned users. To illustrate this approach, we developed a detailed user journey for 'Robin' – representing our most common churned member profile. By focusing on Robin's journey, we aimed to demonstrate how we are tailoring the reactivation experience to address her specific needs and travel patterns.
Robin's Journey (Final UI)
Currently in-flight - Results coming soon