The article discusses Netflix's evolution from physical DVD rentals to a digital OTT platform over the past 27 years, highlighting how user experience (UX) design has played a crucial role in retaining and acquiring customers. Utilizing psychological principles like choice-architecture, Netflix makes its subscription seem less daunting with a 'cancel anytime' policy. However, when it comes to unsubscribing, the design complicates the process, encouraging users to reconsider their decision. Such strategies have proven effective, enabling Netflix to maintain a robust subscriber base.
"To unsubscribe, you have to go to your account settings, and then go deeper into your memberships... even a decline of 1% unsubscribing users, can greatly benefit Netflix."
"The cancel anytime policy makes Netflix look less of a subscription, and more of a one-time purchase with a low level of financial commitment."
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