Balancing retention and clarity in a dog app's cancellation flow

Fi makes GPS smart collars for dogs, but the subscription that powers the collar's features had no in-app cancellation flow. Users who wanted to cancel had to go through customer support, which was friction for them and a missed opportunity for Fi to retain members.

I was brought in to design the cancellation experience from scratch, with a clear tension to navigate: the CEO wanted retention built into every step, while good UX principles demanded clarity and respect for the user's decision. The result was a flow that offers real alternatives, a free month, a membership pause, a collar upgrade, without feeling manipulative.