UX Writing Case Study: Adobe
Adobe is a software company that creates many popular programs such as Photoshop, Illustrator, and Lightroom.
In this conceptual case study, I analyze the process of canceling a subscription to the service Adobe Stock.
Overview
Several months ago, I needed stock photographs for a website design I was working on.
I signed up for a service called Adobe Stock. The service is structured such that a user can license and download up to 10 images per month. Any licenses not used will accrue over time.
Since I was not actively using the service after I completed my project, I decided to cancel my account. At this point, I discovered that all of my unused licenses would be immediately deleted. While this condition is listed in the product’s terms of use, I was unaware of it and felt a bit frustrated. I had already paid for 30 photo licenses that I did not currently need, but may need later.
The only way to retain these licenses for future use would be to continue to pay for the service.
I wondered if the terms of service were designed to keep users locked into a subscription they may not need or want.
This feeling made me more committed to canceling the service, so I signed into my Adobe account.
Extra Steps
The structure and writing used throughout the process added to my sense that it was designed to make cancelation difficult.
Account Sign-In
In general, I do not mind extra steps to ensure account security. However, since I had just signed-in to my account a couple of minutes ago, I am frustrated by this step.
I am on the fourth page in the process (including the initial sign-in) and am asked to sign-in before I can learn how to manage my account.
Feedback
I wanted to provide Adobe with honest feedback about my experience, but this was not possible.
Details
This page seems like a combination of helpful information and an attempt to make me second guess my intention to cancel.
Offers
I am presented with another page which attempts to convince me to stay with the service. This is the seventh, but not the final step in the cancelation process.
Takeaways
Software companies have an opportunity to provide users with clear and easy-to-understand terms of service. They also have an opportunity to structure their services to deliver maximum value for their users.
This type of respect for users may be a better way to reduce abandonment and turn users into champions of a product.