ESPN’s Simple and Honest UX for Digital Subscriptions

Be Honest, Be Forthright

ESPN is very clear with expectations. On their sign-up form they tell you how much you’ll be billed now, when you will be billed next, and how you can cancel it when you’re ready:

Screenshot of a subscription sign-up form on the ESPN website, highlighting language about how to cancel it.
Screenshot of a sign-up summary on the ESPN website, highlighting the next billing date.
Screenshot of a post-sign-up view on the ESPN website that confirms the subscription purchase, highlighting language about how to cancel it.

When It’s Time to Say Goodbye, Smile and Wave

If a customer is ready to move on, just let them go. They have their reasons. It’s okay to ask them what those reasons are, but then leave them be. Forcing them through an obstacle course on their way out doesn’t serve anyone; it only evokes anger and frustration.

Screenshot of an account view on the ESPN website, highlighting a link to where subscriptions can be managed.
Screenshot of a subscription details view on the ESPN website, highlighting the cancel button.

Earn Trust with Integrity

ESPN is working to build relationships instead of plotting to trap customers. There is a lot of integrity in this and it creates long-term trust between both parties. This is meaningful UX and it’s a model for how to treat people in the world of digital engagement.

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Mark Wyner

Mark Wyner

Activist, family man, creative professional, technologist, soccer fanatic, meditator, lover, hater, potty mouth, mostly vegan.