Preventing a user from leaving for retention.
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.
- Loss Aversion
- Extraneous Cognitive Load
- Conformity Bias
- Salient Bias
- Trust: The user is made to feel that they are being pressured into staying when they want to leave.
- Emotional Reasoning e.g. I feel guilty of deleting.
- Catastrophizing e.g. The copy amplifies severity.
- 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.
- Hard to Cancel: The user finds it easy to sign up or subscribe, but when they want to cancel they find it very hard.
Don Norman Principles
- Conceptual Model: Finding and quitting a service in the real world is straight forward.
Jakob Nielson Principles
- Match Real World: Same as above.
- Aesthetic and Minimalist Design: The user is overwhelmed with information and persuasive copy.