The copy for ending the Prime membership includes reminders of losing out.
Description
Preventing a user from leaving for retention.
Example
Apps like Amazon Prime and Facebook make the removal of an account a long and tedious process with multiple steps, guilt-ridden copy and hard to find interactions such as deleting an account and finding privacy settings.
Post-AI Altruheuristics
Biases
Loss Aversion
Extraneous Cognitive Load
Conformity Bias
Salient Bias
Biology
Trust: The user is made to feel that they are being pressured into staying when they want to leave.
CBT Distortions
EmotionalReasoning e.g. I feel guilty of deleting.
Catastrophizing e.g. The copy amplifies severity.
Circ's Principles
Balance: Always think about keeping the user in allostasis.
Calmness: Provide all information required upfront before the journey.
Transparency: Reduce anxiety by removing uncertainty and explaining algorithm updates.
Expectations: Reduce stress by providing control and reassurance of outcome.
Mental Health
None.
Pre-AI Heuristics
Dark Patterns
Hardto Cancel: The user finds it easy to sign up or subscribe, but when they want to cancel they find it very hard.
Gestalt
None.
Graphic Design
None.
Don Norman Principles
ConceptualModel: Finding and quitting a service in the real world is straight forward.
Jakob Nielson Principles
MatchReal World: Same as above.
Aesthetic and Minimalist Design: The user is overwhelmed with information and persuasive copy.