The call started normal enough.

“We need a redesign. Our retention is terrible and the interface looks dated.”

Okay. Tell me more.

“Churn is around 15% monthly. Users sign up, use it for a bit, then leave. We think if we modernize the UI, make it feel more premium, people will stick around.”

When did this start?

“About six months ago. Right after we changed our pricing structure.”

Pause.

Your churn problem started exactly when you changed pricing. But you want to spend three months redesigning the dashboard gradient.

This is the client I walk away from now. Not because the UI doesn’t need work. Because I can’t fix a pricing problem with rounded corners.

What’s Actually Happening Here

Look, I get it. Your UI probably does need work. Most do.

But users aren’t canceling subscriptions because your buttons are from 2019. They’re doing the math:

“$99/month. For this? My old plan was $49.”

They log in. Use it for two weeks. Realize they’re paying double for roughly the same value. They cancel.

Meanwhile, someone in your company is putting together a deck about UI modernization. Because telling the board “we need to rethink our pricing strategy” requires admitting the last pricing strategy didn’t work.

Easier to say: “We’re investing in the product experience.”

And look, I’m not judging. I’ve seen this pattern about 30 times now. It’s always the same: something changed (pricing, packaging, target customer), retention broke, someone suggested design.

Design becomes the acceptable answer to an unacceptable problem.

The Real Cost (Not My Fee, Your Three Months)

Let’s say I take it. I redesign everything. Modern. Clean. Looks like Stripe and Linear had a baby. Exactly what you asked for.

Three months later, you launch it. It’s beautiful.

Churn is still 15%.

Because – and I know this will sound obvious – making something look expensive doesn’t make people willing to pay more. Especially if they already decided it wasn’t worth the price before you changed anything.

Your competitor spent those three months testing three different pricing structures. Found one that works. Rolled it out. Retention improved.

You spent those three months on redesigning the empty state.

I mean, the empty state looks great now. Really great. Just doesn’t solve the problem you hired me to solve.

And here’s the awkward part: when churn doesn’t improve, everyone will have a theory about why the redesign didn’t work. Wrong colors. Should’ve changed the navigation. Didn’t feel premium enough.

Nobody will say “because it was never a design problem.”

Why This Keeps Happening

Because saying “we need to revisit pricing” at a board meeting is hard.

Someone championed that pricing change. Maybe the CEO. Maybe the CFO who ran the unit economics. Maybe you.

Walking it back means admitting it didn’t work. That’s uncomfortable.

Design is less uncomfortable. Nobody loses face over a UI refresh. It’s forward momentum without having to reverse direction.

Plus, interface changes are tangible. You can put before/after screenshots in a deck. You can say “we invested in the product experience.”

You can’t put “we’re still trying to figure out what people will actually pay” on a slide.

I’m not unsympathetic here. I’ve watched founders get stuck in this position. The pricing change seemed right at the time. The data supported it. The consultants approved it. And now it’s not working and admitting that feels like admitting you don’t know what you’re doing.

Design becomes the thing you CAN control when everything else feels out of control.

But it doesn’t work. Cosmetic changes don’t fix structural problems. You know this. I know you know this. And yet here we are.

What I Ask Now

Before we talk about interface changes, I ask:

When did retention start dropping?
If the answer involves the words “right after we changed” anything – pricing, packaging, target customer, business model – we’re not talking about a redesign yet.

What do exit surveys say?
If users keep mentioning price, value, or “not worth it,” that’s not a UI problem. That’s a “what we’re charging vs. what we’re delivering” problem.

What changed in the last 6-12 months?
Business model? Pricing? Who you’re selling to? If any of these shifted around the time retention broke, there’s your answer.

Sometimes people get annoyed at these questions. “Can’t you just look at the interface and tell us what’s broken?”

Sure. I can tell you what’s broken in the UI. I can probably fix it too.

I just can’t promise it’ll fix retention. Because if retention broke for business reasons, interface changes won’t unbreak it.

If those questions make you uncomfortable, that discomfort is probably more useful than any wireframe I could draw you.

What Actually Works

Fix the business thing first. Then make it look good.

I know that sounds obvious. But I’ve watched enough companies do it backwards that apparently it needs saying.

UI matters. It does. Just not first. Not before you’ve figured out why people are actually leaving.

If pricing broke retention, test new pricing. If your value prop doesn’t match your market anymore, fix that. If onboarding sets wrong expectations, change the messaging.

Then design the interface that supports the working model.

Here’s one that went the right way:

Company called. Churn was high. Wanted a redesign. I asked when it started.

“About three months after we switched to annual-only pricing. Thought it would improve LTV.”

Did it?

“Signups dropped 60%. People who did sign up mostly churned at renewal.”

We didn’t touch the interface. They brought back monthly pricing. Churn dropped by half in 30 days. Nothing else changed.

Six months later they came back for an actual redesign. Because by then they had a pricing model that worked and an interface that needed to match it.

That’s the order. Business model, then design.

The Part Where I Lose Some of You

Look, maybe your UI really is part of the problem. Most are, at least a little.

But if retention was fine for two years with that same interface, and only broke after you changed pricing, the interface isn’t why paying customers are canceling.

It might affect signups. It might slow down trial conversions. But people who are already paying? They’re doing different math.

They’re comparing what they’re paying now to what they used to pay. Or what they’re getting to what it costs. And something in that equation stopped working.

That’s a number problem. Not a pixel problem.

I know it’s easier to believe design can fix it. Design is visible. Controllable. Shippable. You can see progress in Figma. You can demo it to stakeholders. It feels like forward motion.

Repricing feels like backward motion. Even when it’s the only thing that’ll work.

Look

I’m not here to tell you what to do with your business. That’s your call.

But if retention broke when you changed pricing, you probably have a pricing problem. Not a design problem.

I can’t fix that with interface work. Nobody can. And spending three months trying just means you’re three months further behind whoever’s already testing new models.

Fix the business thing first. Get retention stable. Figure out what users will actually pay and why.

Then call me. I’ll design an interface that matches a business model that works.

But if you’re looking for design to paper over a pricing problem? There are people who’ll take that project. I used to be one of them.

Did it once. Didn’t help them. Didn’t help me. Won’t do it again.

Get clear on what you’re actually trying to solve. Then we can talk about making it look good.

Until then, good luck with the redesign. And when retention is still 15% in three months, at least you’ll know why.