AMAZON BOOKS

Kindle Unlimited Membership Management

Kindle Unlimited (KU) Central is where members can access different features of their membership, including viewing payment details, cancelling their subscription and managing their KU titles. I helped design incremental improvements to KU Central over the span of two phases, improving the membership management experience for our 15 million member base. 

Phase 1

Background : Up until this point, the primary action on KU Central was the “Cancel” button. We hypothesized that a subset of members that entered the cancellation flow were still evaluating whether the subscription was a right fit for them (this hypothesis was supported by the fact that ~10% of new-to-KU customers cancel their membership after joining the program). We believed that providing a mechanism for customers to be reminded of their next billing cycle would allow members additional time to evaluate the program before making the decision to continue or cancel.

Objective: Drive incremental retention by increasing the visibility of the “Remind me later” option

Outcomes:

• This feature was initially launched as an experiment, and because of successful results it was ultimately expanded to our 4 biggest marketplaces - US, UK, DE and JP. The experiment was also expanded to 6 additional marketplaces - FR, IT, ES, CA, AU and MX.

• This feature helped support the case for additional improvements to KU Central (Phase 2).

Phase 2

Background: Previously, we added different interventions within the KU cancellation flow in an effort to retain members (ex: the option to “pause” their membership). However, we found that 87% of members still cancelled their membership, suggesting that intervention at this stage may be less effective. We hypothesized that by pulling these interventions out of the cancellation flow and placing them directly on KU Central, we would increase customer retention.

Objective:

• Drive incremental retention by increasing the visibility of different member options like ‘Pause & Resume’ and expanding the ‘Remind me later’ option for all members,

• Improve the information hierarchy and message clarity on KU Central, and

• Reduce the number of clicks needed to complete cancellation.

Outcomes: We dialed up the experiment with new enhancements to the KU membership management CX (KU Central + Cancellation flow). We ran the experiment with control and two new treatments. After receiving positive signals throughout the 4-week experiment, the Product team expanded these enhancements to additional marketplaces. Additionally, a new product team was created in Q4 2024 to continue making meaningful enhancements to Kindle Unlimited Central (i.e. updates to the stacking widget, improving the messaging/CX for cancel save offers).