ESPN’s Simple and Honest UX for Digital Subscriptions

One of the most prominent dark UX patterns is hiding paths to exit doors. Faint unsubscribe links, ambiguous language, and even forcing people to call a phone number to opt-out of digital products. The intention is the same every time: retain customers.

But this practice is deceitful and erodes trust. It’s antithetic to human centered design and usability. As the adage goes, “if you love someone, let them go.” This is vital for meaningful experience design, and ESPN is a model for how to do it right.

Be Honest, Be Forthright

Screenshot of a subscription sign-up form on the ESPN website, highlighting language about how to cancel it.

After completing the sign-up form, you are presented with a summary of what you’re agreeing to before you submit and pay:

Screenshot of a sign-up summary on the ESPN website, highlighting the next billing date.

Finally, the moment you complete the process you are presented with a success view that reiterates how you can cancel your subscription when you’re ready for a third time:

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

So they are honest and forthright about how you can cancel before, during, and after you sign-up. With this redundancy they emphasize that you are in control and that you will never be tricked into paying for a subscription that you no longer want.

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

ESPN backs up their promise during the sign-up process, making subscription management immediately accessible in the account menu:

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

With a single click you are able to see your active subscription, how often it bills, when the next bill date is, how much you’re paying, and a giant button for cancelling it:

Screenshot of a subscription details view on the ESPN website, highlighting the cancel button.

Earn Trust with Integrity

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Mark Wyner

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