The paradox of unsubscribing

Upcoming changes to the UK’s Digital Markets, Competition and Consumers Act (DMCC) require businesses to offer a way for their customers to unsubscribe that is as simple as the sign up process.
In preparation for these changes, The Times needed to release a web-based process for their readers to cancel their subscriptions. The process needed to comply with regulations whilst also minimising the paper’s exposure to risk of revenue loss. The paper instructed Rory Watts with the task of designing a process that was compliant, usable, data-driven and ethical to help protect the business, gather insights into customer experience and keep users happy.