Introduction

Sud Ouest is France’s second-largest regional daily newspaper, based in Bordeaux.

Facing rising cancellations across its digital subscription platform, I reframed what initially looked like a retention problem into a deeper question of trust. Rather than adding friction to prevent users from leaving, how might we rebuild confidence at the moments that mattered most? Working cross-functionally with marketing, product, and technical teams, I conducted UX research to identify the cognitive and behavioural barriers shaping user decision-making throughout the subscription journey. The insights pointed to two critical touchpoints in the subscription lifecycle, the cancellation flow and account & payment management. I redesigned both experiences with a clear principle in mind. Remove friction where it frustrated users, and surface a meaningful retention offer at the right moment, framed as value rather than obstruction. The redesigned flow made cancelling effortless while making staying more compelling, respecting user autonomy without sacrificing business goals. Within three months of launch, churn dropped by 5%, validating the hypothesis that trust-driven design outperforms friction-based retention tactics.

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