App Redesign
User Flow
Low-fi Wireframes
Low-fi Wireframes
Impulse
Subscription Cancellation Redesign
Project Overview
Impulse is a brain-training and cognitive development app that offers mini-games and exercises designed to improve memory, focus, and problem-solving skills. It promotes mental fitness through daily challenges, progress tracking, and personalised training plans.
Statistic
4,7
worldwide rating
7
million users
30+
countries use
Existing Interface
My Role
I conducted the UX research and design process, identifying user pain points within the subscription cancellation flow and proposing an improved and accessible experience. I was responsible for conducting usability testing, synthesising findings, creating user flows, and developing low-fidelity sketches for the redesigned feature.
Design Toolkit
Improved Interface
Design Thinking Process
Design thinking helped me approach the Impulse case study systematically by empathising with users, defining their pain points, ideating solutions, and designing improvements to create a more intuitive and user-friendly cancellation experience.
Empathise Phase
What Do Users Say?
Key Pain Points
Subscription cancellation is confusing, nontransparent, and sometimes seems impossible causing reputation risk, and users feel trapped, complain, and ask for refunds.
Flow fragmentation: in many cases users are forced outside the app (email, iOS settings pages, Play Store) to cancel
Distrust perceived as “trap”: users feel misled or surprised by charges because cancellation is difficult or hidden
Visibility of the cancellation option: users can’t find it as it’s hidden
Lack of transparency around the timing, rules, and constraints: users feel unfairness and confusion
Problem Statement
John is a busy university student who needs a simple and direct way to cancel his Impulse subscription because the current process is confusing and hidden behind multiple steps.
JBTD Framework
When I realise I no longer want the subscription, I want to cancel it quickly, confidently, and without undue friction seeing a clear “Manage subscription” option inside the app, so I can avoid unintended charges, be done with the service, and feel assured I’m not trapped.
Usability Testing
Goal
To evaluate how easily users can locate, understand, and complete the subscription cancellation process in the current Impulse app, and to identify usability barriers
Questions
Can users easily find where to start cancelling their subscription within the app?
Do users understand each step of the cancellation process and receive clear confirmation that it’s complete?
What improvements could make the cancellation process more transparent, intuitive, and trustworthy?
Key Insights
Cancellation entry point is hard to find
Users felt misled by the label “Subscription Terms”
Reliance on email to cancel creates low confidence and distrust
Participants described this way as time-consuming and as sending a request “into the void”, with no guarantee or immediate effect.
Lack of confirmation and transparency
Participants wanted reassurance about whether they’d still be charged, when the subscription ends, and that cancellation was successful
Solutions
Make cancellation accessible directly within Settings or alongside subscription information
Provide an in-app one-tap cancellation button (or, at least, a clear guided link to Apple/Google settings) with instant confirmation
Add a confirmation screen + follow-up email that states cancellation status and end date
Define Phase
Goal Statement
My Impulse app redesign will let users cancel their subscriptions quickly and directly within the app, which will affect subscribers who feel frustrated by the current hidden cancellation process by making the experience clear and transparent, helping them feel in control and confident that their subscription has ended. I can measure effectiveness by tracking task completion rates, time to cancel, and user satisfaction scores from post-test surveys.
Design Phase
Low-fidelity Wireframes
I created several low-fidelity wireframes for the Impulse subscription cancellation feature, experimenting with different layouts and interaction patterns to find the most intuitive and accessible solution. Each version explored alternative placements and visual hierarchies for managing subscriptions. A full set of sketches with annotations is available here.
Current Impulse interface
Impulse interface with new feature