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Subscriptions abound - movies, music, food, software. It seems like everything has a subscription these days. On the surface it works: Consumers get convenience, companies get loyal customers. But honestly - how often does the UX of subscriptions frustrate instead of delight? Why do people feel trapped rather than empowered by them? The biggest subscription UX pitfalls and how to fix them.
It's easy to cancel but It feels like a labyrinth. From asking you to call customer service to burying the cancellation button deep in settings, the whole thing often aims to get you to give up.
Subscriptions should empower users not trap them. Why make it harder than it should be?
Once you subscribe, you get bombarded with offers to "Upgrade to Premium!" or "Get this add-on for USD X more!" These repetitive interruptions can make the user experience more of a product sales pitch compared to a product.
Nobody really wants to feel as if they are being milked for cash. Rather, why not focus on providing value?
Users expect subscriptions to fit their needs. Yet how often do services fail to adapt? They usually provide one-size-fits-all solutions instead of providing personalized suggestions or tailoring content.
For example, a music streaming service might continue pushing genres you hate. Why not deliver what users want with data?
Users need clarity. What's the next charge? For what are they paying? What's in their plan? Some services make this information difficult to access or understand.
Having users feel out of control results in frustration and distrust. Shouldn't managing a subscription as easy as using it?
How companies can convert frustrated users into fans:
Be Honest & Clear.
Write down the terms clearly. Inform users what they're signing up for - including costs and cancellation policies.
Make Cancellation Easy.
One click should be enough. Users who leave impressed are more likely to return.
Focus on Value Rather than Upselling.
Instead of blasting users with offers, show them why your subscription is worth it with better features and benefits.
Use Personalization Carefully.
Tailor the experience to the individual. Make users feel seen and understood.
Put Control in Users Hands.
Create a simple to make use of subscription dashboard for users to manage their subscriptions.
Subscriptions should simplify life, not complicate it. When done properly they make an enjoyable experience. But when companies put profits before users, trust breaks and frustration sets in.
So, what subscription service have you loved most? Or the one you swore never to use again? Talk - because the future of subscriptions should be one of empowerment, not entrapment.
