Bonafide, a health and wellness brand focused on empowering women through naturally derived supplements, aimed to significantly reduce subscription churn without sacrificing customer autonomy. Facing high support ticket volume and premature cancellations due to limited self-management tools, Bonafide needed an intuitive, branded subscription management experience. Myntr partnered closely with Bonafide’s retention team to design and develop a custom subscription interface powered by Ordergroove, strategically embedding behavioral retention tactics.
PROJECT TYPE: Subscription management interface & retention optimization
TIMEFRAME: Four Months
TECH STACK: Shopify, Ordergroove
SERVICES: UX design, full-stack Shopify development, retention strategy
TEAM: Our team led strategy and development in close collaboration with Bonafide’s retention and support teams
KEY OUTCOMES INCLUDED:
- 27% churn reduction among customers who encountered the new cancellation flow 
- 35% reduction in subscription-related support tickets 
- Increased lifetime value through improved self-management tools
- Higher customer satisfaction with subscription flexibility
Bonafide came to us with a clear goal: reduce subscription churn without sacrificing customer autonomy. Their existing subscription setup lacked flexibility and visibility, which often led to support tickets, frustration, and premature cancellations.
They needed a fully customized interface built on Ordergroove, tailored to:
- Match Bonafide’s brand and UX guidelines
- Offer flexible delivery and product controls
- Reduce support volume for subscription management
- Intervene with smart retention offers during cancellation attempts
Beyond configuring Ordergroove, we engineered a custom subscription management experience layered with behavioral retention tactics.
KEY HIGHLIGHTS INCLUDED:
- A frictionless, on-brand interface for managing subscriptions directly within the Shopify account
- Flexible options for updating delivery dates, skipping, pausing, or changing products
- A dynamic cancellation flow that introduced tiered interventions based on cancellation reasons (timing, price, dissatisfaction)
- Strategic retention offers, including custom discount triggers and alternative scheduling prompts
- Seamless logic to escalate customers to support only if their issue couldn’t be self-solved
Using Ordergroove’s API and Bonafide’s design system, we built out the new subscription interface and layered it with logic designed to anticipate and reduce churn risk.
WHAT WE DELIVERED:
- A custom Ordergroove-powered subscription dashboard
- UX and development of a multi-step cancellation flow with retention logic
- Dynamic logic paths offering discounts, rescheduling, or alternate product suggestions
- Fully responsive UI across desktop and mobile
- Support deflection built into key frustration points
Following the success of the new cancellation and subscription interface, we’re exploring:
- A/B testing new retention offers based on subscriber tenure
- Integrating Klaviyo flows triggered by cancellation intent
- Adding predictive churn scoring to personalize retention strategies
