UX is diluted, minimized, and disempowered. However, we’re gaslighted into believing it’s our fault, which adds to our disempowerment. Designers have little or no power to do the job description they were hired to do. However, they’re gaslighted and told it’s their fault.
Wednesday, March 13, 2024Exploring the extremes is an excellent way to find ideas that transform the status quo and improve user experience. It can also unlock innovation and creativity, resulting in breakthroughs. The best way to embrace extremes is to let go of what's familiar and comfortable, embrace constraints, and be open to vulnerability.
Optimizing your cancellation flow can reduce user churn. Brands should first collect the various reasons why users cancel, either through user interviews or by using an open-ended question in the cancellation flow. Next, insert a multiple-choice survey into the cancellation flow based on the initial research. Finally, set up the flow to provide a win-back offer back on the multiple-choice selection.
A breakdown of how Canva kept a user from canceling their premium account. Canva turned a price increase into a marketing tactic by reminding the user that even though prices have increased to $29.99/month, they only have to continue paying $12.95/month. The brand also created loss aversion by reminding the user of the number of times they’ve used premium features. Lastly, Canva added a “Continue cancellation” CTA in a bright red button. Clever UX choice there, as people tend to not click on big red buttons.
Mouse clicks, scrolls, and movements leave a data trail that reveals user behavior. Machine learning can analyze this data to predict what users will do next or who they are. This can be used to personalize experiences and improve security, but factors like the type of mouse can affect accuracy.
Emotions are crucial to user experience and should take precedence over user counts. Storytelling should drive action by focusing on individual struggles and specific details. Businesses should prioritize emotions in product development, as they are essential to decision-making.
Netflix is testing a homepage redesign on its TV app that replaces the static tiles with boxes that extend when they're selected. It is also removing the menu that pops out from the left side of its homepage and replacing it with a more streamlined selection of options at the top of the screen. The new homepage will be tested among a small group of users to start and expanded to more members if it goes well.
Identifying invisible obstacles in users' lives is essential for reducing friction and improving conversion rates. For example, customers might delay purchasing a new couch because they are unsure how to dispose of their old one. Adding a service to manage old furniture can address this issue. Tools like Hotjar can be used to observe user behavior and identify points of hesitation. Understanding that fear of disrupting existing workflows can also be a barrier. Companies should provide solutions that minimize risk and boost user confidence.
Microsoft has removed all ads from Skype, despite having a somewhat aggressive ad strategy across other Microsoft experiences.
Insights from recent redesigns at Spotify, Nextdoor, Ring, and AllTrails indicate that boring, functional sign-up screens drive more conversions. Removing distracting visuals and focusing on a streamlined experience can enhance usability and download rates.
The 'Don't Make Me Think' growth lever focuses on reducing cognitive load. Grammarly increased upgrade rates by 10-20% through personalized pricing based on onboarding data, while Blinkist boosted free trial sign-ups by 20% with clearer trial terms. These examples show how minimizing friction and guiding users intuitively can enhance feature adoption, speed up product value realization, and improve retention, creating a self-reinforcing growth loop.