Netflix has transformed its business model from physical DVD rentals to a leading digital OTT platform over 27 years, appealing to 200 million paid users through effective UX design. Key strategies include a flexible cancellation policy that feels less commitment-based, and design elements that subtly complicate the cancellation process. The company deploys various UX principles to encourage users to stay, offering options to reduce plans or pause subscriptions, ultimately emphasizing user engagement and emotional appeal to maintain a loyal customer base.
Netflix’s smart choice-architecture and clever design principles keep users engaged and committed, showcasing how effective UX can drive user retention and conversion rates.
The 'Cancel Membership' button's subtle design encourages users to think twice before unsubscribing, revealing how user interface choices can impact user behavior significantly.
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