YariFlow - Cancellation Flow
I redesigned Yariflow’s cancellation flow builder into a simple, visual, no-code tool that UK merchants can set up in under 5 minutes. This drove 88% subscriber growth and a 150% in saves rate at cancellation. UK brands now retain more loyal customers and unlock more predictable subscription revenue.
Product Feature Design
Okay! Let's first understand the problem of Mr. Terry...
Mr. Terry run a coffee subscription business. His customers love his product.
But every week, some of them hit "Cancel Subscription."
Mr. Terry wants to understand WHY they're leaving
He wants to save them—offer a pause, a skip, a different product, a discount. But the setup is so confusing, he can't make sense of it.
So he loops in his dev team—just to get it built and capture the data.
But it takes too long. And by the time it's ready, he's already watching them churn without understanding why
"Why should merchants need developers every time just to craft personalized retention flows? We should be able to offer alternatives based on why subscribers cancel—and make customer retention as easy as winning them over in person." — Mr. Terry The Merchant
That's where YariFlow comes in! 🌟 Our subscription engine empowers merchants with bundles, analytics, vouchers, and more—today, we're diving into Cancellation Funnel Builder. Merchants customize retention flows in real time, intelligently offering alternatives to subscribers.
PROBLEM SPACE SUMMARY
The Gap Between Potential and Reality
Merchants had the cancellation flow tool—but couldn't unlock its value. They wanted to save customers with smart, personalized offers, but the setup was too complex and time-consuming. Result: 40% of saveable customers were slipping away, costing merchants real revenue every month.
Short on time? Let's Jump straight to the solution. 🤓👇
DEFINE : HOW WE FOUND OUT
What problems merchants & customers are facing?
We conducted video interviews with merchants and their customers to understand both sides of the cancellation experience.
Merchants: Pact Coffee, Pasta Evangelists (fresh pasta), Pinter (beer kits), and Free Soul (women's supplements).
Customers: Subscribers who recently attempted to cancel or paused their subscriptions.
Merchants
Goal: Understand how they currently use the cancellation flow and where they get stuck.
Key Takeaways:
Think in customer journeys, not nested lists
Need visual confirmation before launching
Want personalization by customer segment
Speed matters more than perfection
Customers
Goal: Understand what they want when they hit "Cancel Subscription."
Key Takeaways:
Most don't want to cancel permanently—they need flexibility
Want relevant alternatives based on their actual reason
Prefer self-service over contacting support
Competitor Analysis
We analyzed Skio and Recharge—market leaders with comprehensive features that still failed our clients Free Soul and Pact Coffee—so we could fix the serious complexity and experience issues that pushed them to Yariflow, not just compare competitors in theory.
THE OPPORTUNITY
Make enterprise-grade retention visually intuitive, fast, and accessible.
Skio's conditional logic showed us personalization is powerful. But both platforms lacked a visual representation for seeing customer journeys at a glance, multi-step treatment escalation for sophisticated retention strategies, and speed and simplicity for non-technical merchants.
DESIGN EXPLORATION
Brainstorming with the team
Before touching any design tools, we gathered as a team and discussed what the solution needed to solve: show the entire cancellation journey at once (no hidden logic), make conditional logic visual and understandable, let merchants preview what customers would experience, and enable fast editing without context switching. We sketched rough concepts and landed on three directions worth exploring.
Low-fidelity first
We took those ideas into Figma Make to quickly visualize each approach—testing different structural concepts without getting caught in visual details. Three concepts were explored: a wizard-based setup (step-by-step, like Typeform), an enhanced modal system (improved version of the old design), and a visual flowchart builder (node-based, see-everything-at-once).
❌ Wizard-based setup
Merchant feedback: "Feels hand-holdy. I want to see everything at once, not click through 10 steps." Doesn't match the mental model—merchants think in full journeys, not isolated steps. Hard to show relationships between conditions and solutions.
❌ Enhanced modal system
Merchant feedback: "Still too nested. I can't visualize the customer journey."
Engineering: "We'd still be building complex state management for nested modals."
CXM team: "This won't reduce support tickets—merchants will still be confused."
✅ Visual flowchart builder
Merchant feedback: "This. I can finally see what I'm building." Team: "Matches how merchants describe their flows. Feasible with React Flow library." CXM: "Self-explanatory. Way fewer support tickets."
⚠️ The Problem
The Gap Between Potential and Reality
Merchants had the cancellation flow tool—but couldn't unlock its value. They wanted to save customers with smart, personalized offers, but the setup was too complex and time-consuming. Result: 40% of saveable customers were slipping away, costing merchants real revenue every month.