What a cancel-flow interview actually surfaces

A cancel flow is a conversation the product is having while pretending not to. The buttons are arguments: stay for a discount, pause, skip a month, confirm leave.

We interview two people if we can: whoever last edited those buttons, and whoever answers the chat when the buttons fail. The first person talks about experiments. The second person quotes verbs from users: “I only wanted to pause,” “it charged my partner,” “the export never came.”

Those verbs become headings in the memo. They are more stable than the colour of the confirm button. If support has never been asked for the verbs, the interview is often the first time anyone writes them down.

We do not record users without your existing consent process. If you have leave-screen recordings, we watch a sample. If you do not, we still have copy and tickets, which is enough to start.