Читать книгу Engaged - Amy Bucher - Страница 50

If you heat water in a pressurized container with no steam valve, it will eventually explode. Likewise, if you repeatedly push your users into actions they don’t want to take without an opportunity to decline, they’ll eventually exit your product (and maybe badmouth it to all their friends). Unlike Don Corleone, behavior change designers shouldn’t make offers that people can’t refuse. When users can’t opt out, their autonomy is not being supported. And without a way to opt out of a specific choice they don’t want to make, people will take the ultimate opt out: they’ll stop using your product altogether.

FIGURE 3.9 Stash says they’ll ask five questions to suggest an investment portfolio for you. It’s actually ten.

For the most part, behavior change designers need to have ongoing relationships with their users in order to accomplish the goals of their products. Upsetting users by cornering them on an action is counterproductive if the users don’t stick with the program after that. If an action is not truly necessary for the behavior change program to work, let people postpone it, choose from a handful of options, or opt out entirely as they wish.