OVERVIEW

My coworker and I recognized a problem we had while running a SaaS product: we were unable to prioritize our cancellation flow to collect feedback, and create ways to keep our customers around longer. We knew how valuable this information was, and how it could reduce our churn rate, but it was a fairly large task and one that kept getting pushed back. So we partnered up and created a simple tool that allows other SaaS companies to implement a custom cancellation flow in their own product in just a few minutes. We called it Raaft. 

PROCESS

We started with a value proposition: ‘Understand and Reduce SaaS Cancellations.’ That means we are enabling people to collect feedback from users who have tried their product and decided to leave (that’s gold). We also allow people to offer custom responses to their users who are on their way out. This helps keep people around longer and lower churn.

BRANDING & MARKETING

I am responsible for the Raaft brand and the design of the marketing materials including the emails and website. Here is some of my process in creating the brand and some examples of marketing materials.

THE PRODUCT

I designed this product with the goal of keeping things as simple as possible. Knowing that we will continue building in features and the ability for more customization, I mapped out a later version of the product while we started building our MVP.

THE PROTOTYPE

I used Sketch to design the product, and created an InVision prototype to get feedback and pass along assets to the development team.

You can check out the prototype here.