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Cancelling Amazon Prime in India required 7 screens and 10 clicks, while sign-up took one.
I independently analysed the flow to understand how dark patterns persist and what ethical redesign looks like in practice.
The redesign reduced the flow to 3 clicks, grounded in the Fogg Behaviour Model and benchmarked against EU standards.
Curious for more?
Here are a few other case studies you might find interesting.
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