UberEXAMPLE 01
Make the cost of restarting understandable
Uber’s cancellation example explains the implications of leaving the current request. The lesson is to clarify the actual tradeoff, while keeping the user free to cancel.
Loss Aversion
Potential losses can feel especially consequential.
01 / UNDERSTAND
The idea
People can react differently to losing something and gaining an equivalent amount. Their reference point and the situation matter. In UX, help people understand what they keep, lose and can recover when changing a product or plan.
People can hesitate when an action might cost them progress, money or access. Even pressing Back can feel risky after completing a long form. Explain what will happen and preserve work where possible. The strength of a loss response varies; do not teach a fixed two-to-one ratio as a rule for every person and situation.
02 / RECOGNISE
See it in real products.
Examples of how the principle can appear in an interface.
StravaEXAMPLE 02
Describe the specific change in access
Strava’s cancellation flow refers to features the individual has used. Personal relevance can make a consequence easier to understand, but should not become an obstacle to leaving.
NetflixEXAMPLE 03
Reduce the fear of committing
Netflix’s cancellation reassurance addresses a possible downside of subscribing. Making the exit clear can help someone evaluate the commitment with less uncertainty.
03 / CONNECT
Why it matters.
The possibility of losing work or access can create anxiety before anything is lost. Clear consequences, saved progress and genuine recovery options can reduce uncertainty.
Possible influences to investigate, rather than guaranteed outcomes for every product.
04 / APPLY
Put it into practice.
- 01
Describe the actual consequence
- 02
Separate reversible from permanent changes
- 03
Provide clear recovery or export options
05 / EXPLORE WITH UPSLIDE
Apply it with Upslide.
Use a practical guide, read a deeper explanation.
Practical Business Model Canvas Framework
Check whether a loss message describes a real, proportionate consequence.
Persuasive Design vs Dark Patterns: UX Examples and Boundaries
7 mins readCompare respectful persuasion with choices that obscure refusal, commitments or consequences.
CONNECT THE IDEAS
Related principles
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