A note before you read: I'm a Scrum Master, not a titled Product Owner. What follows is my own product thinking, applied to a domain I know well from sitting close to subscription billing systems in my day-to-day work. It's built on general, publicly known patterns in subscription billing, not on any employer's proprietary data. I'm sharing it because I think the best way to show you can do a job is to actually do a piece of it.
The problem
Picture a mid-market B2B SaaS company with around 15,000 paying accounts on monthly and annual plans. Revenue is leaking, not because customers are choosing to leave, but because their payments are simply failing: expired cards, insufficient funds, banks declining transactions for no visible reason. This is involuntary churn, and it's a different beast from voluntary churn. Customers aren't unhappy. They just fell through a crack in the payment flow. Which means it's fixable through better product design, not through discounts or retention calls.
I've spent years adjacent to this problem, facilitating delivery on Zuora Billing and Zuora Revenue workstreams as a Scrum Master. I've watched dunning configuration, collections workflows, and payment-retry logic get built, without ever owning the decisions about what to prioritize or why. This case study is me stepping into the seat next to the one I usually sit in: framing the problem, making the calls, defining what ships.
