UX Expert Zander Whitehurst Urges Shift from 'Subscribe' to Value-Driven Language

Zander Whitehurst, a prominent figure in UX and product design, has called for a fundamental change in how businesses engage with potential customers, advocating for the abandonment of the term "subscribe." In a recent social media post, Whitehurst emphasized that customers seek tangible benefits rather than merely signing up for a service. His advice aims to help companies design more effective calls to action by focusing on the value proposition.

Whitehurst, founder and CEO of Memorisely, a design education platform, highlighted this point on LinkedIn, stating, "Stop telling customers to subscribe. So many teams get this wrong. Nobody wants to ‘subscribe’ to your newsletter. They want a useful outcome." This perspective suggests that generic calls to action like "subscribe" fail to convey the immediate or long-term value a user will receive, potentially leading to lower conversion rates.

The recommendation underscores a growing trend in user experience (UX) and marketing to prioritize user needs and outcomes. Instead of simply asking for a commitment, Whitehurst suggests that businesses should clearly articulate what a user will gain. This could involve phrasing like "Get weekly insights," "Access exclusive content," or "Receive product updates," directly addressing user motivations.

This shift aligns with principles of persuasive design, where clarity and benefit-oriented language are crucial for encouraging user action. By focusing on a "clear value add," companies can create more compelling and user-centric interfaces. The advice is particularly relevant for newsletters, content platforms, and digital services aiming to build a loyal audience through meaningful engagement.