Preventing Customer Churn with UX

Sofia Quintero
Jan 15 · 6 min read

Thinking Differently About Customer Churn

Before we can look at churn and what we can learn from it, we have to rethink what churn is. Why? Because sometimes, it’s easy to get distracted by the damage control aspect of churn, rather than those areas in which we can deliver greater value to our customers.

Customer Churn and the User Journey

It might seem obvious, but one of the first things you should do to reduce churn is to consider things from your customers’ perspective. Think about how your customers (or users, if yours is a freemium product) feel as they’re introduced to and use your product.

  • After a user experiences their first major win with your product, do you celebrate that accomplishment?
  • If a user’s payment fails, do you pester the customer or create a positive experience?

Driving Engagement into High Gear

When it comes to creating and sustaining user engagement, there are hundreds (if not thousands) of strategies at our disposal. However, not all engagement strategies are created equal. If you want to drive engagement at scale, the best way to do so is by focusing on customer engagement.

  • When a customer refers a friend to your product, you celebrate that referral and personalize a Welcome-Aboard email.
  • When a user’s payment fails, you make it as easy as possible for them to update their billing info without pressuring them or making them feel embarrassed about their payment being declined.

Build Products for People, Not ‘Users’

There’s an old joke in tech that says the only types of professionals who refer to their customers as “users” are marketers and drug dealers. Although we’ve used the term “users” to describe the people who use our products a few times throughout this post, doing so can often lead to us missing the point that our customers are people, not “users.”

Hungry for Insight

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Sofia Quintero

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Hungry for Insight

A community for product people leading change