Before and after

Layout and copy refresh

Context:

Updating the user experience with patterns from a new pattern library afforded opportunities to look critically at the copy, too. We discovered that our robotic, unhelpful messaging conspired with a chaotic layout to repel users at a critical moment: when they were thinking of canceling their memberships. Time to reorganize and refine with an eye to retention.

First up: Reduce the cognitive load by getting rid of the ghost text, check marks, and repetitive language. Second: Dial up brand voice. This interaction was far too important to leave to bland robotspeak.

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Note that we were careful to keep the layout clean by revealing options only after the user made a selection. And if it seems counter-intuitive to put the cancellation option first, remember that it’s important to honor users’ intentions in critical interactions to avoid appearing shifty and thereby losing trust.

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Last, we wanted very clear language near the checkboxes so that the user would be certain of the action she was taking. It required repeating phrasing, but doing so here was a good call.

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