Build a cancellation flow

The screen a user sees when they hit "cancel subscription" is one of the highest-leverage revenue surfaces in a subscription app. A well-designed flow saves 10–35% of cancellations (offer acceptance 15–25%, pause reactivation 60–80%); even a simple survey + one offer saves 10–15% over an instant cancel. This skill designs it.

The canonical structure

Trigger (user taps Cancel)
  → Survey (why are you leaving?)
    → Reason-matched save offer
      → Accept (saved) | Defer (pause) | Confirm cancel (graceful exit)
        → Post-cancel: win-back eligibility + email capture

The exit survey

5–8 reason options + free text. Framing matters: "Help us improve" beats "Why are you leaving?" — it reduces defensiveness and raises completion.