Paddle's previous developer documentation posed some serious challenges for both users and the business itself. The journey to understand how Paddle works was difficult to navigate, and the docs lacked essential information, which put a heavy strain on the support team, and led to an overall poor experience for developers trying to implement Paddle. With an upcoming release of an entire overhaul of Paddle's suite of products with the introduction of Paddle Billing, it was time to elevate the Paddle Docs to match the vision of a world-class SaaS billing product that truly does it for you.

We recognized the urgency of redesigning our customer profiles to more fully meet the needs of our users and to seamlessly incorporate innovative product offerings, like Healthscores and Likelihood to Churn calculations, geared toward helping our customers pinpoint and engage the right audience through targeted retention campaigns and loyalty rewards programs. The journey to revamp these profiles was an intensive undertaking that resulted in creating new profiles that not only satisfied the diverse needs of our customer base but also maintained a clean and easily digestible visual interface (unlike many customer profiles you'd encounter in the industy).

Everyone has had a terrible experience trying to cancel a subscription or service — some companies add needless and excessive friction to the cancellation process, such as asking customers to call support in order to cancel or using dark UX patterns to trick users into staying. But what those companies don’t realize is that a strong off-boarding or cancellation process can actually optimize for retention and reactivations, and a frustrating cancellation process can actually hurt retention. That’s where ProfitWell Cancellation Flows steps in — I designed a simple & clean, yet effective flow that took over our customer's cancellation process from the "cancel" button forward that helped our users improve their UX and deter customers from cancelling with smart offers and a little psychology.