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Fieldnote Coffee
A subscription flow people could actually pause
Rebuilt subscription management for a coffee roaster losing customers to a cancel button.
The outcome
Churn fell as skipping replaced cancelling, and average subscription length grew.
-27%
Monthly churn
+3.4
Months average subscription length
The challenge
Customers who wanted to skip a delivery were cancelling instead, because skipping took four screens and cancelling took one.
What we did
- Rebuilt the account area around skip, swap and delay.
- Surfaced the next delivery date everywhere it was relevant.
- Moved cancellation behind the options people actually wanted.
“Subscriptions used to be the part of the store we apologised for. Now skipping a delivery takes one tap, and people stay.”
Jordan Ellis · Co-founderFieldnote Coffee
