Netflix's evolution from physical DVDs to a digital OTT platform showcases their successful adaptation over 27 years. They employ effective UX design principles not only to attract users but also to retain them as paid subscribers. Strategies like a 'cancel anytime' policy reduce perceived commitment, while deliberate design choices complicate the cancellation process. These tactics create an environment where users feel less inclined to leave, thus enhancing user retention and profitability for the service.
In the past 27 years of Netflix being in business, they have completely changed their business model, where they've gone from physical DVDs to a digital OTT platform.
Netflix uses smart choice-architecture and some clever patterns to win the trust of users.
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.
To unsubscribe, you have to go to your account settings, and then go deeper into your memberships. The more clicks involved, the more chances of users deciding to stay.
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