Decide · Chapter 1 of 3
One flinch away from no
At Decide, the reader is close to yes. Every unnecessary sentence, field or friction is a chance to slip back to no.
The Decide reader thinks: "What happens if this doesn't work for me?" They feel interested and nervous, close to yes, one flinch away from no. They fear regret, wasted money and looking foolish. They need a calm guarantee and the smallest possible first step.
Nothing at this stage is neutral. A confusing form field, an unexplained charge, a login step that arrives before it needs to — each one is a small invitation to close the tab.