iFood Club
Context
This project was developed within the engagement team, focusing on retaining new iFood Club subscribers and reducing early cancellations through better education and value communication.
My Role
Product Designer responsible for designing the subscriber onboarding experience, defining flows, content structure, and interfaces to improve engagement and retention.
Duration
1 month
The problem
✦ Early cancellations after subscription
Many users subscribed to iFood Club but canceled shortly after. The initial experience failed to clearly reinforce the value of the subscription.
✦ Low visibility of benefits
After subscribing, users struggled to understand what was included in the Club and how to take advantage of its benefits. Key information wasn’t presented at the right moment.
✦ Weak first engagement
Without guidance, users often failed to activate Club benefits, which reduced perceived value and increased churn risk.
✦ A critical gap in the journey
The post-subscription experience lacked structure and clarity, limiting early education and weakening long-term engagement.
Design focus
1. Reinforce ownership
Before
Subscription confirmation did not clearly reinforce what the user had just gained.
After
The onboarding makes benefits explicit, helping users understand exactly what is included in their subscription.
2. Make benefits tangible
Before
Benefits existed but were not centralized or clearly presented.
After
Coupons, discounts, and partner perks are showcased in a structured and visible way, strengthening perceived value.
3. Increase perceived value early
Before
The subscription felt abstract and passive after confirmation.
After
The onboarding reframes the subscription as a bundle of concrete advantages, reducing uncertainty and early cancellation risk.
What was delivered
A dedicated onboarding flow for new iFood Club subscribers, designed to reinforce value and centralize benefit information immediately after subscription.
✦ Welcome & value reinforcement
Clear confirmation of subscription and immediate visibility of core benefits (free delivery, coupons, exclusive discounts).
✦ Subscription coupons overview
A focused screen presenting the subscription coupons as part of the plan’s core benefits, reinforcing tangible value early in the journey.
✦ Partner perks visibility
✦ Plan boost opportunity
Results
first-week activation
21%
subscribers used a Club benefit within 7 days.
early cancellation
11%
reduction in churn during the first 30 days.
90-day retention
8%
higher long-term engagement after onboarding.