Project Summary

At the end of 2024, the United States Federal Trade Commission announced a ruling for all organizations who use a subscription and/or membership based model to update the user’s ability to cancel their subscriptions with ease - meaning that users must be able to cancel a policy in the same number of clicks that it takes them to purchase a policy.

This new federal mandate required Embrace Pet Insurance to update the way in which it handles Click-to-Cancel for users who utilize the customer portal. I was tasked with creating a multi-touchpoint experience for users to be able to cancel their policy through the Customer Portal while also accounting further business needs to make it possible.

Official Notice from the Federal Trade Commission on Click-to-Cancel

Customer Portal to Website Experience

In order to make the Click-to-Cancel process possible, the Embrace team needed a user to be able to complete the following steps in order:

1. Sign into their customer account on the customer portal

2. Then, navigate to the billing section of their account during their billing renewal period, and show a cancellation message.

3. Third, a user must click on the hyperlinked text which would take them outside of their customer portal to the Embrace website, (hosted on Contentful CMS). This redirect URL contains policy-specific information allowing the user to cancel on the resulting webpage.

4. Lastly, a user must then scroll towards the bottom of the page - (remember we do not want users to cancel a policy, so keeping actions below the fold) - and can cancel a policy.

Due to the complexity of this userflow, I built out the full experience in Figma as both Desktop and Mobile Prototypes. This led to a unified understanding of the expected flow with business-approved designs ready to go for the development team.

 The Final Designs & Prototypes

Here, you’ll notice the final prototypes for usage by the business. I designed the UI for both userflows on the Customer Portal as well as on the Embrace Pet Insurance website. These designs required knowledge of multiple digital platforms, knowledge and implementation of URL strings for business purposes, and coordination of userflows for the Scrum Team and business Owners.