Reducing Feature Opt Outs by 98% Through Research-Led Design
I let research insights guide the redesign of an opt-out flow and it reduced feature opt-outs by 98–100%. The design focused on externalizing value, addressing user frustrations, and rebuilding trust. By reframing the experience around user needs, I was able to increase adoption of a revenue-generating feature while helping independent artists earn more money. The improvements were projected to generate $2M in additional artist royalties within a year.
Project Overview
Challenges
- •High opt-out percentage
- •Users unsure of value proposition
- •Lack of information
- •Unintuitive UI
Solutions
- •Externalized Value Propositions
- •Research-led content
- •Clear and transparent communication
- •Thoughtful and intentional UI design
Impact
- •98-100% reduction in feature opt-outs
- •$2M projected increase in royalties earned by artists
- •reinforced long-term revenue
Understanding the Problem
Accelerator is a feature that helps artists grow their reach, therefore earn more royalties. TuneCore generates revenue from commission earned from Accelerator. For this project, product goals were to reduce the number of opt outs to maximize revenue. The original UI for opting in and out of this feature was a simple toggle on the user dashboard, with minimal information about the feature. User behavior data suggested that the toggle was constantly switched on and off by users, something users are likely to do with UI of this nature. We also knew from UX Research insights that users had many questions about the Accelerator feature, particularly about how it worked and what it cost.
Old Opt-in / Opt-out UI for TuneCore Accelerator
Retention Strategy
Initial product suggestions were to hide the opt-in / opt-out functionality deeper in the site, but I knew this would further increase user frustration and reduce trust. So I developed an approach to reduce opt-outs by giving users the knowledge and transparency they wanted.
- 1Value Externalization - Show users what they are gaining from this feature
- 2Education - Make the answers to users' most asked questions easily accessible
- 3Transparency - Clearly communicate what it means to be opted in
- 4Visual Hierarchy - Make the Opt Out CTA less prominent than the positive messaging
Design Solutions
Users who are opt in but haven't seen results yet, see platform statistics to demonstrate value
Users who are seeing results from being opted in, see personalized metrics, proving tangible value from participation
