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Biocol Retention Optimization
Roles
Research & data analysis
Strategy & customer lifecycle management
UX & wireframing
Info
Biocol
New York / Lisbon
Led retention optimization increasing subscription penetration by 14% at order one, while improving churn rate
We began with a simple question: why are subscribers leaving before tackling the health challenges they came to us to solve? What started as an investigation into churn quickly became a deeper understanding of human behavior; what people needed to feel confident, cared for, and in control.
I started by conducting large-scale interviews with existing and churned subscribers to develop a point of view on what fuels or discourages loyalty. Combined with a deep dive into retention analytics (subscription, churn, deflection, and behavioral data) I was able to uncover key insight patterns and develop a retention strategy aimed at improving subscription usability, clarifying ongoing benefits, and building educational journeys that made long-term wellness both intuitive and rewarding.
Optimizations included UX improvements to account and subscription management, added touch points (email, account, nav) to communicate subscription benefits, and optimized deflection flows.
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Impact
+14% subscription penetration at order one
-42.8% churn Q4 to Q1
