DoorDash: How to cancel DashPass subscription?

The Roach Motel dark pattern has definitely been a hit over the last several seasons. More big companies continue to exploit this pattern for their subscription cancellation. Today, let's review the DoorDash DashPass cancellation process. These steps reveal several dark patterns designed to make you think twice about cancelling.

Step 1: Account Settings

When you first get to your account settings, the interface seems straightforward. But don't be fooled. The design is simple, yet it's the beginning of a journey. The option to manage DashPass is placed among other settings, subtly discouraging you from proceeding further.

Step 2: DashPass Overview

Once you click "Manage DashPass," you are greeted with an enticing offer. "Take 20% off DashPass with an annual subscription." This isn't just a promotion; it's a subtle reminder to reconsider your decision. This method takes advantage of people's natural tendency to avoid loss, a psychological trigger known as "loss aversion."

Step 3: Selecting a Reason for Cancellation

Next, DoorDash asks you to provide a reason for cancellation. This might seem like a simple survey, but it's a classic example of "confirmation bias." By making you articulate your dissatisfaction, DoorDash hopes you might realize the benefits you're giving up. The phrasing of options like "The benefits aren’t appealing" and "It’s too expensive" forces you to question your decision more critically.

Step 4: The Final Step

Before you finalize your cancellation, DoorDash customizes this step based on your reason for cancellation. For example, if you choose "It’s too expensive," you get the message: "DashPass members save an average of $4-5 per order." This targeted message highlights potential savings and benefits, attempting to lure you back with FOMO. Each reason for cancellation triggers a different message designed to make you reconsider. Also, the cherry on top is the bright red “Stay with DashPass” button, which is more prominent than the cancellation option, drawing your eye and making the choice to stay seem more appealing. This is a perfect example of the misdirection pattern.

Step 5: The Exit

Finally, if you persist and cancel your subscription, DoorDash doesn't let you go without a parting shot. "We’re sorry to see you go" is accompanied by a reminder of your benefits until the end date and an open field for feedback. This last step is a final emotional appeal, making you feel guilty for leaving.

DoorDash's DashPass cancellation process is an excellent case filled with dark patterns. From Roach Motel and confirmation bias to FOMO and Misdirection, every step is carefully designed to retain customers. Always be mindful of these tactics and make informed decisions that best suit your needs. Dark patterns are everywhere, and recognizing them is the first step to navigating them successfully.