#Day 11/30 - UX Law: Loss Aversion 🫠 People feel the pain of losing about twice as strongly as t...#Day 11/30 - UX Law: Loss Aversion 🫠 People feel the pain of losing about twice as strongly as t...
The network for creativity
Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
Creatives on Contra have earned over $150M and we are just getting started
Back to feedPost
Charul's avatar
Charul Bhati
• Aug 6
#Day 11/30 - UX Law: Loss Aversion 🫠
People feel the pain of losing about twice as strongly as the pleasure of gaining.
That's why users hesitate when they think they might :
🚨 lose progress, data, money, or access
⸻
💪 Real-world example: Gym Membership Trials
After enjoying premium equipment and classes during a free trial, people are more likely to subscribe because they don't want to lose the benefits they've already experienced.
⸻
📲 Loss in UX
For example, after entering personal information into a form, the user may be nervous about clicking the 'back' button in their browser.
Their aversion to loss in this example, is losing the data they've entered, and, therefore their progress.
⸻
🔥Design & Product Tips
1. Reduce perceived risk: For example, before taking out a subscription, Netflix will remind you how easy it is to cancel. Show messages like "You can cancel anytime" or "No credit card required."
2. Prevent loss: Auto-save progress and clearly explain what happens before destructive actions.
3. Clarity on consequences- In an ideal world, the user would be absolutely clear on the consequences of any (and every) click. The clarity in this instance has been improved in: The CTA label (by being specific).
uiuxuxuiuxdesign
Post image
Back to feed
The network for creativity
Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
Creatives on Contra have earned over $150M and we are just getting started