We added a progress bar. Completion dropped 18%.

We had a 5-step setup wizard with no progress indicator. Completion rate: 62%.

We added a progress bar showing "Step 1 of 5." Completion dropped to 51%.

We ran it again with a bar that showed "2 minutes remaining" instead of step count. Completion rose to 71%.

The step count was telling users how much work was left. The time estimate was telling them when it would be over.

Same wizard, same steps, different frame. Users were not avoiding the work. They were avoiding the unknown.

We kept the time estimate and removed the step count everywhere we could. The wizard completion rate has held above 70% for a year.

What are you showing users that is technically accurate but emotionally discouraging?