ITVX is the UK’s fastest-growing streaming platform, used by millions across Connected TV, Web, iOS, and Android.

I led the end-to-end redesign of the account management experience covering subscription management, payments, and data preferences journeys. These journeys directly influence retention, churn recovery, and customer service load—making them high-stakes product levers for the business.

Understanding the problem

Early data highlighted critical issues across our account management experience:

• Higher account removals than industry benchmarks

• High volume of bank-initiated cancellations, blocking reacquisition

• Cancellation-related complaints ranked #3 across all customer service queries

These behaviours signalled that users found our subscription management experience confusing, hard to navigate, and easier to bypass than complete in-product — ultimately hurting retention.

A look at the previous design 👀

Investigating the root causes

Further user research revealed:

• Users found it easier to delete their entire account than cancel a subscription.

• The cancellation flow felt complex, overwhelming, and distrust-inducing, reducing the likelihood of return.

• The account page suffered from poor information hierarchy, creating high cognitive overload.

Design Approach

These insights shaped our strategy:

1. Simplify the information architecture

• Consolidated multi-step flows into simplified paths.

• Removed redundant pages and clarified decision points.

2. Improve the page layout & hierarchy

• Shifted to a single-column layout to improve scannability.

• Introduced clearer grouping, spacing, and page-level structure.

3. Generate trust through clear transparent messaging

• Added clearer system state indicators (e.g. renewal status, trial state).

• Rewrote key messages to reduce anxiety, especially around irreversible actions.

The new account management page ✨

Outcomes

We saw measureable results within the first 6 weeks, including:

• ✅ 51% reduction in unintended account removals

• ✅ 80% decrease in customer service contacts

• ✅ Significant reduction in bank-initiated cancellations (tracked long-term)

• ✅ Cancellations within the product remained stable, indicating we removed friction without blocking intentional behaviour

This redesign improved usability, reduced operational load, and strengthened our ability to retain and re-engage users.

Reflection

The most valuable aspect of this project was navigating the tension between business retention goals and user autonomy. Leading cross-functional alignment around transparency—and proving through data that trust drives retention—was a defining moment in the project’s success.