How to recognize it in the interface
01
The delete option is buried.
02
More steps to cancel than to sign up.
Same moment, different copy (illustrative example)
Before
“Are you sure? You’ll lose all your benefits.” (step 1 of 5)
Shows the pattern
After
“Your membership ends on 30 October. Cancel now?” (one step)
The fair alternative
Design guideline
Leaving is as easy as joining.
Do
Leaving is as easy as joining.
Don’t
Don’t make leaving harder than joining.