Canceling a subscription should be easy. But often, it’s not. The user experience design that promises ease and transparency can sometimes serve other purposes, like making it harder to cancel a service.
Let’s take a look at LinkedIn’s Premium cancellation flow. On the surface, it seems to guide users through the process clearly enough, but in reality, these are layers of manipulation on each screen of the flow. Here's what happens at each step of the process.
The first step in the LinkedIn cancellation process is to navigate through a few menus. To start the cancellation process, we have to find the “Manage Subscription” option, tucked neatly behind a few clicks. While it’s not a labyrinth, this step isn’t exactly highlighted. It’s easier to upgrade to premium than to leave it. The logic is simple: if you don't put "cancel subscription" in plain sight, fewer people will take action.
You'll then face another menu that hides the "Manage subscription" button, which could have been shown on the main page. Instead, LinkedIn has strategically placed it behind an additional click, making it harder to find.
After clicking "Manage subscription," you're taken to another page that still doesn't have a cancellation button. It only shows your purchase history and transaction details. The only hint is the "Premium Career" link and information about your monthly auto-renewal subscription.
Only after clicking on the "Premium Career" link will you reach the page with the cancellation button. At this point, you've already clicked 4 times just to see the "Cancel subscription" option. But don't be fooled - this is just the beginning of LinkedIn's efforts to keep you subscribed.
When you click "Cancel subscription," you’re greeted by a page full of messages designed to make you think twice. LinkedIn asks, “Are you sure you want to cancel?” with options to “keep my current pricing” or “continue to cancel.” These aren't innocent questions - they're playing on your uncertainty, hoping you'll have second thoughts.
The next screen reminds you of what you're about to lose: 10 InMail credits, 3 Top Choice job credits, and AI-powered job insights. This step isn't about information; it's about making you feel like you're losing all these "valuable" perks. They pile on the benefits, making it seem like your subscription is a treasure you're about to give up.
Just when you think you're almost done, LinkedIn pulls out another trick: a discount offer. "How about 50% off for two months?" This is meant to make you pause and think, "Maybe I should stick around a bit longer." A discount feels like a good deal, even if you were set on cancelling moments ago. Interestingly, this offer wasn't available before you decided to cancel.
After clicking "Confirm Cancel," your subscription is finally cancelled. But LinkedIn isn't done yet - now they want to know why you're leaving. A survey pops up, asking you to explain your decision. Is it too expensive? Did you achieve your goal? Perhaps you just don't know how to use LinkedIn Premium effectively? While the survey might seem harmless, it subtly makes you question your choice again.
After the survey, they follow up with another confirmation message and even include a "Restore your subscription" option right in the middle of the page. And just in case you weren't feeling the impact of your decision, they hit you with a notification in the bottom left corner saying "We'll miss you!" It's not a farewell - it's more like "we'll be here when you change your mind."
In total, it takes 7 clicks to unsubscribe from LinkedIn Premium. This process is not designed to help users unsubscribe; it's designed to discourage them from doing so. This is a classic example of the "Roach Motel" dark pattern - where it's easy to get into a subscription but hard to get out of it.
LinkedIn's cancellation flow is a subtle but calculated effort to retain users. It uses several tactics:
• Hidden information and buttons
• Emotional appeals
• Multiple confirmations
• Strategically placed discounts
The "Roach Motel" pattern is particularly evident in the way LinkedIn buries the unsubscribe option behind multiple clicks and screens. It's a great reminder that not all design works in your favor. Sometimes it deliberately works against you, making it as difficult as possible to leave a service you no longer want.
This approach stands in contrast to usability principles, which emphasize clarity and ease of use. By making unsubscribing a multi-step process, LinkedIn aims to discourage users from following through with cancellation. It's a tactic that may increase retention in the short term, but could potentially damage user trust in the long term.
