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Microsoft’s Azure Machine Learning platform is currently experiencing a growth in its number of users, creating an area of opportunity to sustain these incoming users month over month. We explored this opportunity by using a hypothesis validation framework to examine what efforts can be made to improve customer retention, focusing on customers who are still in the early stages of their development. Through this framework, we were able to identify key user behaviors and pain points that led to churn. These findings have been used to suggest changes to the platform to improve product experiences and usability for customers.