This is the fourth edition of D&T Special, a more in-depth view of topics that interest the Canvs team. Today’s topic – How to ideally say goodbye to people, because not everybody will want to stick around in your product. We hope you enjoy this new format.
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✍️ From the Canvs Research & Editorial Desk
A fair amount of effort and time is applied to onboardings, and getting the choreography on an initial step like this is just right. However, Offboarding (seeing someone out of a product) is equal if not more critical in the perceptions people have of a product, and there’s some research to back this up.
This week the Canvs R&E team has spent some time pondering this concept, let’s dive into some details.
A good experience for a user, when it boils down to it, is a meaningful point of conversation, and thus, a means to better top-of-mind recall for a user. Products that allow users to easily depart from the platform with minimal complications and well-composed content and cross-links tend to bring about high satisfaction.
In a situation where the probability for exits and deletions is higher than adoption and retention, it becomes important to understand how to gracefully let go of a customer.
Key takeaways from this read:
1. The ‘Peak End’ rule
In 1993, Daniel Kahneman and Barbara Frederickson conducted research titled ‘When More Pain Is Preferred to Less: Adding a Better End’, where they demonstrated that adding a better ending to experience changes the perception of the entire process.
2. Making processes like account deletion/subscription cancellation easy
If a user wishes to cancel the subscription, the option to do so should be easily accessible. Moreover, it’s a good choice to bid users adieu on a good note, so they choose to return to your product if and when required, with an open mind.
3. Avoid dark patterns at all costs
Avoid being underhanded in preventing people from exiting your product.
Building trust online is a challenging task. This is particularly true considering there is no actual, human face you can show to your users. This makes it quite challenging to get a user to feel continually satisfied with the experience of using your product.
The crucial factor missing from the digital-only relationship is the invaluable human touch. For example, when a user calls a customer care service centre, they get a sense of comfort from connecting with a real person—someone who’s putting a genuine human effort into the service request.
The good news: digital products can incorporate certain details into their flows and design to create a sense of guidance and reassurance for users.
Key considerations in building trust :
1. The Nudge Theory:
Indirect suggestions can influence and encourage the users to a more understandable UX and hence, better results. Priming also becomes a big part of this theory.
2. Humour and a lighthearted tone can help
Particularly in negative states – for instance, a funny and reassuring message for a 404 will always leave behind a warmer impression than a blank page with system-provided text.
3. Say it with us – PEAK END RULE
📚 What we were reading this week
Hot. Sweet. Sour. Tangy. Food companies trying to turn tomato ketchup into an Indian condiment attempted every trick in their book. This is the story of how they succeeded.
The people that have been claiming the death of illustration because of AI are often the ones with the least knowledge about arts, creativity, and the industry.
A day after Facebook reported that its streak of user growth had come to an end, its parent company’s stock plunged more than 26% in a staggering loss that obliterated more than $230 billion in market value and triggered Wall Street’s worst drop in close to a year.
Some highlights from the past month of D&T