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

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:

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

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:

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

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.

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

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:

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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