STRUCTURING SUBSCRIPTION DECISIONS
Support the intent.
Clarify the choice.
Designing intent-aware subscription flows across key decision moments.
One subscription.
Different moments of intent.
This design exploration examines how shifts in user intent surface at critical subscription decision points, including upgrading, expanding usage, and cancellation, and how intent-aware flows can better support those decisions without forcing commitment.
00 / THE DESIGN QUESTION
A decision deserves
more than a transaction.
Subscription decisions are moments of intent, not just transactions.
How clearly these choices are presented can shape whether users upgrade, downgrade, or leave.
WHAT I FOCUSED ON
- Supporting different user intents at subscription decision moments.
- Reducing friction across key decision paths: upgrade, downgrade, and cancellation.
- Making plan choices and consequences clear before commitment.
Claim the trial
I have seen the value. What happens if I try more?
↗02EXPANSIONAdd team seats
My team is growing. How does my plan change?
↗03RETENTION / DOWNGRADEFind a smaller fit
I need less. Can I keep what still matters?
↗04RETENTION / CANCELLATIONLeave with clarity
I am ready to leave. What happens next?
↗01 / CONVERSION
Value experienced.
Commitment made clearer.
After completing the product tour and using Laxis in a real Zoom meeting, users unlock a 1-month free Premium trial.
This moment represents a high-intent but fragile conversion point: users have experienced value, but still hesitate to commit.
Claim the reward
Choose a plan & pay
Meet Premium
What I designed
- 01
Clearly frames the trial as free today, paid later
- 02
Reduces cognitive load during plan selection and payment
- 03
Immediately reinforces value after the upgrade with a guided premium introduction
02 / EXPANSION
More people.
A clearer total.
After upgrading to a paid plan, some users return to the pricing page with a new intent: expanding usage by adding team members.
This flow supports users who already trust the product but need flexibility as their team grows.
Adjust team size
See the price update
Review billing
What I designed
- 01
Inline seat selection directly within the plan card
- 02
Real-time price updates based on team size
- 03
A dedicated checkout view that clearly summarizes billing period, total cost, and cancellation expectations
03 / RETENTION / DOWNGRADE
Different needs.
A lighter commitment.
When users attempt to cancel their subscription, it often signals a shift in needs rather than complete disengagement.
This flow treats the first cancellation attempt as a decision moment, offering a lower-commitment plan that preserves core value while respecting user choice.
Consider an alternative
Compare plans & timing
Confirm the change
What I designed
- 01
A cancellation confirmation modal that surfaces downgrade as a primary alternative
- 02
Clear side-by-side comparison between current plan and downgraded plan
- 03
Explicit messaging around billing timing and when the downgrade takes effect
- 04
A final confirmation state that reinforces user control and next steps
04 / RETENTION / CANCELLATION
An option to stay.
A clear way to leave.
When users attempt to cancel their subscription, the system treats this as a high-intent churn moment and introduces a layered retention flow before final cancellation.
The goal is to reduce immediate churn by offering contextual incentives, while still giving users a clear and respectful exit path.
Review an offer
Share a reason
Confirm cancellation
What I designed
- 01
A two-step churn prevention flow that progressively introduces retention options without blocking user intent
- 02
A targeted temporary discount offer surfaced at the first cancellation attempt to address price sensitivity
- 03
A lightweight cancellation reason step to capture qualitative churn signals for future product improvement
- 04
A clear final confirmation state that reassures users and keeps the relationship open for reactivation
THE THROUGHLINE
Make the options clear.
Keep the choice theirs.
From the first trial to the final cancellation, the design focus stays the same: make value, cost, and consequences understandable before commitment.