REVERSE THE ATTRITION ON SONY PLAYSTATION PS PLUS SUBSCRIPTION SERVICE
Problem: When subscribers hit the old retention screen, 77% canceled. Bad news for a five-billion-dollar-a-year subscription service.
My role: Assemble and lead a small UX team (designer/research/business/product manager) in creating a data-driven, dynamic solution.
Day One: Remove the old, static screen that was hurting them badly. (Below)
Day Two : Replace the bad status screen with a benefit-driven message. We executed this in one day to stop the bleeding. It was a tourniquet, that helped a little. But the cavalry was on its way!
Day Three: For the next eight weeks the small team (UX copy lead/designer/research/business/product manager) determined six user profiles for which we had massive data. Designs and concepts were shared with legal in the EU/US, executive in Japan/US, marketing in UK, creative in US.
We knew what each type of subscriber loved to do (play specific games online and claim discount) and what they would probably also love, but had never tried (download free games, try new ones, get discounts). Here’s a typical profile:
Day Four: We created fully-dynamic designs personalized for each of one hundred million subscribers. We wrote and designed high-benefit messages that we thought would be very difficult to resist. Here’s a typical screen for a newbie subscriber who bounced right-away:
Release Day + Two Weeks: Results exceeded expectations. Subscribers moved from 73% bounce to 21%. We expected this to drop-off at forty-five days as members encountered the screens again. But the rate held. In the first six months, PS Plus experienced a seventy-seven million dollar net gain improving as profiles were added and refined. At eighteen months, net-gain was over two hundred million dollars.