Netflix's evolution from physical DVDs to a digital OTT platform demonstrates a successful business transformation over 27 years. The company's UX design focuses on user retention and acquisition, employing principles that foster customer loyalty. Strategies include a 'cancel anytime' policy which lowers financial commitment barriers, and design features that complicate the cancellation process, encouraging users to stay. By making subscription options easily accessible and utilizing emotional appeals, Netflix effectively enhances the user experience, ultimately leading to the acquisition of 200 million paid users.
Netflix uses smart choice-architecture and clever patterns to win the trust of users, establishing lower financial commitment with their cancel anytime policy.
To unsubscribe from Netflix, users must delve deep into account settings, increasing the likelihood they will stay or delay cancellation due to friction.
The 'Cancel Membership' button is subtly designed, placed at the bottom and styled as a ghost button, making cancellation less visible and compelling users to reconsider.
By providing users with options like changing to a cheaper plan or pausing their subscription, Netflix effectively leverages UX design to retain customers.
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