Proactiv
MARCH - AUGUST 2021
The Challenge
Proactiv's omni-channel subscription model faced widespread customer confusion about pricing, billing, and cancellation, fueling complaints of "shady subscription practices" and damaging brand trust. Without a unified customer journey and internal alignment on which problems to prioritize, fixes couldn't be implemented fast enough, putting their core market of acne-sufferers at risk of churn at a critical inflection point for the brand.
Our Approach
We conducted stakeholder interviews revealing organizational pain points around pace, process, and execution, then led customer research with current and former subscribers across different life stages. Through collaborative workshop sessions, we involved cross-functional teams in journey mapping, identified pain points from product discovery through cancellation, and trained the team on CX experimentation frameworks to build internal capability rather than just deliver recommendations.
What We Delivered Across Three Horizons
Immediate Impact
Defined pre-billing notification emails that proactively clarified upcoming charges, reducing billing-related support calls and driving a significant boost in customer trust from day one.
Operational Evolution
Operationalized a CX experimentation playbook and trained cross-functional teams on running their own rapid customer tests, moving the organization from ad hoc reactions to a disciplined, data-driven improvement engine.
Strategic Transformation
Developed CX principles and a prioritized 90-day roadmap defining the ideal customer experience, from "create a shared story with acne sufferers" to "give flexibility paced with emotional guidance," along with progressive implementation tiers for transparent, supportive, and easy experiences.
The Outcome
The research reshaped how LegalEASE and their client conceive, communicate, and deliver legal support to underserved employees, directly informing the experience and toolkit launched in September 2023. The new framework and recommendations now provide a repeatable model for designing more accessible, trust-building legal benefits across future employer benefits programs.