Cancelling Amazon Prime
Cancelling Amazon Prime
Recently, Amazon has had to redesign the cancellation process of their Prime service to comply with new EU consumer rules.
What were the problems?
Key ingredients
Key Behavioural Barrier to overcome
Though we will see that there are many barriers at play in this Recipe, the primary one had always been (and remains to be) one of friction.
With each option or piece of information added, the process of unsubscribing is intentionally slowed down to a level where it's less likely than with a simpler design.
Recipe
Remove jarring messaging
As the user has just chosen to cancel,
it feels strange to see a prominent Call To Action to “use your benefits”.
This is especially the case given the options presented directly below.
Remove ‘Remind Me Later’ option
Next, Present Bias tells us that we're instinctively hard-wired to put off difficult decisions until later. Letting go of a service is a hard decision, so we shouldn't seed doubt once we’ve opted to do so.
Results
What can we learn from this Recipe?
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