I was presented with the following brief at The University of Sydney "How might we help people be mindful of their recurring payments to avoid waste and help users receive the most value". It was undoubtedly identified that subscription/recurring payments are the future. Unfortunately, there is no easy solution to manage multiple recurring payments and it's about to get even more difficult with the projected growth of subscription payments such as Netflix, Spotify, AfterPay, ZipPay, Dollar Shave Club, etc. The presentation outlines current findings using design thinking and user-centered research methods.

1. MINDFUL Consumption
User-centred Research
By Tess Jaffer
How can we consume only what we need?
I acknowledge the Traditional Custodians of the land on which I live, and recognise their continuing
connection to land, water and community. I pay respect to Elders past, present and emerging.

2. Contents
1 2
Problem
Statement
Research
Approach
Key
Insights
User Profiles of
Key User Types3
Summary and
Conclusion4 5

3. “How might we help people be mindful of
their recurring payments to avoid waste and
help users receive the most value.”
Problem
Statement
1

4. This stage will be
conducted in future.
(DanNessler,2016)
Double Diamond Approach
Brief challenged through
Mind Mapping process
Areas of interest
grouped and researched
Online ethnography and
Interviews
Questionnaires
Additional
secondary research
Research synthesised &
insights identified
Key user
profiles created
Problem defined and
conclusions formed
1 2 3 4
8 7 6 5
2
1
5
3
6 7
8
2
Research
Approach
2

5. Design Brief: Mindful consumption
“How can you help people consume only
what they need, and not spend too much?”
Mind Mapping
Mind mapping is utilized to pick-apart the
brief and make connections between
different areas of interests by extracting
existing information onto a page (Tomitsch,
2018).
Research Approach:
1. Brief challenged through Mind Mapping process
Research Steps: 1 2 3 4 5

6. Research Approach:
2. Areas of interest grouped and researched
Research Steps: 1 2 3 4 5
a) Themes were discussed with peers b) Key interests were then clustered into groups
Generation X and Y
(Millennials) were chosen as
the key participants as
people aged 25-54 were
seen to have the highest
consumption rates according
to ABS and RBA (Cokis, &
McLoughlin, 2020).
With subscription
payments growing
exponentially and
predicted to be the future
of payments (Youakim,
2016), this was chosen
as the focus topic.
Mindfulness is defined by:
“the awareness that arises
by paying attention, on
purpose, in the present
moment, and non-
judgmentally” (Milne et al.,
2020).
“For the sake of convenience
or a lower price tag we’ve
avoided paying the hidden
costs.” (Beatty, 2009).
“Most subscription services
are not delivering on
sustainability” (UN, 2020).

7. Research Approach:
3. Primary research: Online ethnography
Research Steps: 1 2 3 4 5
conducted in future.
2,155 Comments
(PolyMatter, 2018)
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Online Ethnography
Online Ethnography allows us to gain insight that is not available
through traditional methods, it involves the study of people and
interactions online through observations about people's behavior
(Tomitsch, 2018).
A YouTube video titled: “Subscription Affliction - Everything is
$10/month” was used to conduct Online Ethnography. The video
provides an overview of subscription market/s from the business
and customer perspective providing insight into subscription
offerings. This allowed me to observe people's responses to the
video.
Online Ethnography
For full details kindly see appendix.
• Feeling overwhelmed by the amount of subscriptions
• Unaware of total costs of subscriptions
• Subscriptions created a low barrier to entry which had
negative and positive effects
• Lack of co-ordination/alignment between different subscription
services (i.e. subscribing to 3x different streaming networks for
exclusive content)
Online ethnography
Key themes

8. Research Approach:
3. Primary research: Interviews
Research Steps: 1 2 3 4 5
30 Minutes Each3 Participants
Interviews
It was previously identified that subscriptions are on the rise and people
were starting to have trouble managing and navigating their subscriptions.
Interviews were used to gain insight into WHY these things were occurring
by listening to user’s experiences, frustrations and motivations.
Interviews were undertaken with 3 participants; each interview was roughly
30 minutes. The interviewees chosen were from Generation X and Y due to
their previously mentioned consumption rates. Additionally, to gain a range
of experiences one male, one female and one non-binary individual was
interviewed.
Key Themes
Two participants weren’t aware of subscriptions they were still paying until
it was prompted by the interview questions. Interestingly they canceled
subscriptions that they were paying for after the interview.
Participants had not documented/managed their subscriptions anywhere
and struggled to know exactly what they were subscribed to.
It was noted that due to the automated process of subscriptions it was
difficult to keep track of.

9. Research Approach:
3. Primary research: Affinity Diagram
Research Steps: 1 2 3 4 5
Research Process
As there were only 3 participants interviewed, the data collated was
verified against and added to data from over 300+ comments of people's
experience/views on subscriptions. (see step 2 - Online Ethnography)
This allowed us to enrich the interview data with different view-points and
gain wider insight into the core needs/problems.
Affinity Diagram
An Affinity diagram was a simple cost-effective way of processing the
data collected from the online ethnography and interviews (Tomitsch,
2018).
Insight from the online ethnography and interviews were extracted
onto sticky notes as observations and the predicted users voice/s.
Sometimes it’s cheaper to buy
services outright
Subscriptions are overwhelming
Some services are not worth the
money
Some subscriptions can be
expensive overtime
People forgot to unsubscribe
Services are overlapping and
customers were overpaying
Previously people were aware of
handing money over, that get
missed with automated payments
People appreciate signing up to
free trials to test the
products/services
It is difficult to unsubscribe
Multiple subscriptions add up to a
lot
Subscriptions offer low risk as you
can cancel payment after 1 month
People prefer to try subscription
services for free without entering
credit card details
Subscriptions are sometimes left
out of budgets because
subscriptions were impulse
purchases
Multiple services are sometimes
required due to needs
Exclusive content on services
results in users having to subscribe
to multiple services for access
People are unsure if they get
anything out of their subscriptions
People preferred not to put their
credit card in
Automated payment processes
result in people forgetting about
subscriptionsBarriers to entry for subscriptions
are low
Despite benefits some people
avoid paying due to fear of costs
adding up
People aren’t paying attention to
their subscription payments
People are curious about how
much they’ve lost
People feel awful investing a lot
and having no idea of the benefits,
having subscription model helps
people mitigate that risk
People would prefer if they could
customise what was included in
their subscriptions to avoid waste
“I want to know how much value I
receive from all of my subscriptions”
I need a way to easily navigate service
fragmentation (misalignment of
incentives/co-ordination between
subscription providers)
“I need to specifically customise what
content/products I need when
subscribing so I am not overpaying or
producing unnecessary waste”
People gave away times from
subscription boxes that they didn’t
use/need to family/friends.
“subscribing is so easy although I need
to know exactly what I am subscribed
to and have the option to unsubscribe
with ease ”
Streaming services don’t often
publicly list their full available
content
“I need to know how much I’m paying,
what I’ve paid and when it’s due”
“I need a reminder so I am aware of
the next payment coming up so I can
choose to cancel it if I want”
People have to switch between
different subscription services to
access content (e.g. google cloud
AND DropBox or Netflix AND Stan)
“I need to find an easy way to
manage my subscription payments”
“I need to find an easy way to manage and navigate
multiple subscription services”
“I need understand the value I
receive from my subscription”
An App that offers a single place for users to
access all their streaming services
An app that allows people to view all their subscriptions and payments from their bank using BASIQ
(automatically accesses bank transactions), it could also notify users when their payment is due.
A database showing where
to access specific shows
Track value of applications based
on reviews, usage and costs
ObservationsUsersVoice
Potential solutions to numerous notes
Usersvoice

10. Research Approach:
4. Primary research: Questionnaires
Research Steps: 1 2 3 4 5
Questionnaires
It was previously identified that subscriptions are on the rise and people
were starting to have trouble managing and navigating their subscriptions.
Interviews were used to gain insight into WHY these things were occurring
by listening to user’s experiences, frustrations and motivations.
Questionnaires were undertaken with 66 participants; each questionnaire
had 10 questions. The questionnaire was created using Google Forms and
distributed on “USYD first year students 2020” page and personal social
networks, respondents were given the incentive of viewing/comparing their
responses against other respondents' answers.
The questionnaire was used to identify what types of subscriptions people
were using, how many they were subscribed to, if they found it difficult to
unsubscribe, if they were aware of how many subscriptions they had and if
they were easy to manage. Additionally, it was used to see if people
believed the subscriptions added value to their lives and if they were aware
of how much they pay for their subscriptions. The data was then cross
analyzed by demographics and the amount of subscriptions people had to
understand what may be impacting key-users
behavior and frustrations.
10 Questions66 Participants

11. Research Approach:
5. Primary research: Questionnaires
63.6% of participants subscribe for access & software
27.3% of participants subscribe for access only
9.1% of participants subscribe for access, software and E-commerce
It is important to note all 66 participants had subscriptions
for access (e.g. Netflix, Spotify, Newspapers/etc.) and
most applicants had subscriptions for access and software.
Only 2 participants had either box (e.g. food/makeup box
delivery) or e-commerce subscriptions (e.g. dollar shave
club)
Lastly, most participants believed the value they receive
from subscriptions is above average.
These statistics reiterate the growth of subscription-based
services based on how many people subscribe and the
usefulness.
Research Steps: 1 2 3 4 5

12. Research Approach:
5. Primary research: Questionnaires
83.3% of participants who had 4-8 subscriptions were either
unsure, unlikely or very unlikely to know exactly how much they
pay for their subscriptions. In comparison to 53.4% of
participants who had 0-3 subscriptions.
This shows the correlation between the amount of subscriptions
respondents had and how aware they were of how much they
were paying. There is a clear trend of users who have a higher
number subscriptions being unaware of how much they’re
paying.
Gen X and Gen Y had more subscriptions than Gen Z and Gen
Alpha. This may be the case as Generation X and Y were more
likely to have subscriptions to software applications such as
Adobe, Shopify, Microsoft Suite, Google/Apple Cloud storage
resulting in a higher number of total subscriptions. In comparison
to Gen Z and Gen Alpha who mainly had subscriptions for
access only (Netflix, Spotify, etc.)
Research Steps: 1 2 3 4 5

13. Research Steps: 1 2 3 4 5
Research Approach:
5. Additional secondary research
Secondary research
Secondary research provided a wide and in-depth variety of information available from various sources. We are fortunate enough to have
access to thousands articles and statistics that are the result of hard work, a lot of time, thousands if not millions of people and
professionals' years of experience in their respective fields. This information was used to provide insight and key points in relation to
understanding the design problem and how to approach it.
Research was undertaken to reiterate/confirm findings from the primary research conducted and to better understand the subscription
industry, it’s needs and the current/future consequences.
Subscription payments include:
• Services (software applications, TV, video/music streaming, mobile, Newspapers)
• Merchandise delivery (eBay Premium, Amazon Prime, CatchofTheDay member)
• Goods (Dollarshave club, beauty boxes, meal packs)
• Business-to-business (HP/Bench)
• Transport (Uber, Surf Air) + more
Subscription revenues reached
$150B by 2017 - International
Data Corp.
(Lee, 2019)
Netflix alone had 139 million
subscriptions and $16 billion
revenue in 2018.
(Lee, 2019)
“Subscription companies are
growing nine times faster than
the S&P 500.”
(Tzuo, 2018).

14. Research Steps: 1 2 3 4 5
Research Approach:
5. Additional secondary research
• Consumers subscribe due the ease of use and avoidance of
maintaining traditional methods (Tzuo, 2018), for example using
Netflix instead of going into a movie store to rent a DVD.
• Wells Fargo identified that customers financial lives were
complex and cluttered due to an increasingly digital word, making
it difficult to manage finances (Wells Fargo Releases Control
Tower, 2018).
• Additionally, it was identified that customers of Wells Fargo
struggled to remember the locations that their financial
information was stored (Wells Fargo Releases Control Tower,
2018). During the subscription process, credit cards are used as
the main method of payment making this a difficult task in the
event, they lose their card.
• Businesses are switching from upfront license fees to
subscription payments as it provides a steadier, predictable
income stream.
• Innovation and value within organizations is encouraged
through subscription-based products/services as customers
tend to switch to the better product.
• Increasingly enough companies' main revenue stream is from
subscription-based opposed to fixed upfront licenses when
both options are offered.
(Arensman, 2002)
Customers perspective (subscriptions) Businesses perspective (subscriptions)
“Subscription services are and
will, undoubtedly, continue to
be embedded in our lives.”
(Lee, 2019)
“Ready or not, excited or
terrified, you need to adapt to
the Subscription Economy -- or
risk being left behind.”
(Tzuo, 2018)

15. Generation X and Y
have the highest
consumption rates.
All participants had at least one subscription, additionally
the UN noted that subscription business-models were
seen to be unsustainable. (UN, 2020)
Users were
feeling
overwhelmed
by the
amount of
subscriptions.
It was identified that the more subscriptions people had
the more likely they were to have trouble managing
their payments, some avoided subscription payments
despite the added value due to this alone. It was also
noted that the subscription industry is growing
exponentially.
People were often
satisfied with the overall
value of their
subscriptions, however;
with so many
subscriptions it was
difficult to keep track of
value.
Due to the
increasingly
digital word
people's finances
were becoming a
lot more difficult
to easily
manage.
Subscription
services
often offer
better value
and
convenience.
Key Insights
3

16. Executive Eddy Fancy Nancy Tick-Tock Timmy Curious Clare
Category
Seeking
Consumption
Value
Subscription
Categories
Underlying
Motivations
Subscription
Services
Influencers
Born: 1965-1979
Age: 39 - 53
Born: 1965-1979
Age: 39 - 53
Born: 1980-1994
Age: 24- 38
Born: 1980-1994
Age: 24- 38
Access Curation Replenishment Curiosity
Exclusivity Variety Save Time & Money Excitement
Provides access and
VIP Perks.
Gain exclusive access
JustFab, NatureBox
Direct (targeted)
Subscribe for curation
Be surprised by
product variety
Birchbox, Blue Apron
Direct (targeted)
Subscribe for
replenishment
Replenish items, less
effort/time/money
Amazon subscribe,
Save, Dollar Shave
Online (linked)
Subscribe for
amusement
Excitement, thrill
seeking
Surprise boxes
Digital (social)
(Chen, et al, 2018)
User Profiles of
Key User Types
4

17. Summary
Design thinking double diamond approach was used to investigate how we can help people consume only what they
need and not spend too much. A mind map carried out to identify key areas of consumption and spending, subscription
payments was chosen as the area of focus due to the growth of subscription payments and the predicted “future of
payments”.
Primary research showed that the adoption rate for subscription services was very high due to the low barrier to entry,
ease of use and perceived value of subscription-based products/services. It was also identified that the more
subscriptions users had the more difficult it was to manage and track payments and the value the user was receiving
from the subscription. There was also difficulty navigating multiple subscription services. This resulted in users paying
for products/services that weren’t used/forgotten about or did not provide value. It was also identified that some users
avoid paying for subscriptions due to not being able to manage them, resulting in them spending more using traditional
methods.
Secondary research concluded that subscription companies are growing 9 times faster than the S&P 500 (Tzuo, 2018)
and that subscription services/products benefited users and businesses alike due to users having the option move to
business that provided the most value which in turn encourages businesses to innovate and provide the best possible
value they can to retain customers. It was also confirmed that due to the increasingly digital world customers financial
data was becoming more and more difficult to manage (Wells Fargo Releases Control Tower, 2018).
Conclusion
People are consuming more through subscriptions than they should, with the subscription business model growing
exponentially- it’s fair to say subscriptions are here to stay and they may very-well take over traditional payment
business models. Users appreciate the low-barriers to entry, ease of use and value subscriptions provide, however; the
area of concern is when users have multiple subscriptions and they become difficult to manage on-top of the already
complex digital world effecting customers financial data (Wells Fargo Releases Control Tower, 2018). This results in
over-consumption of subscriptions.
To address the problem is important to consider how we might help users: ONLY pay for subscriptions that add value to
their lives, better manage their subscription payments, track the value they receive from their subscriptions, gain the
most value from their subscriptions, know when their next payment is due, play an active role in being mindful about
their subscriptions. Next steps include additional research on the above and how this has currently been addressed
followed by idea generation, continuing the design thinking double diamond approach (see page 4).
Summary and
Conclusion
5

18. References
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to-apply-a-design-thinking-hcd-ux-or-any-creative-process-from-scratch-b8786efbf812
Tomitsch, M. (2018). Design. Think. Make. Break. Repeat. The Netherlands: BIS Publishers. https://www.designkit.org/methods/3
Cokis, T., McLoughlin, K. (2020). Demographic Trends, Household Finances and Spending. Retrieved from
https://www.rba.gov.au/publications/bulletin/2020/mar/demographic-trends-household-finances-and-spending.html
Milne, R. M., Ordenes, F. V., Kaplan, B. (2020). Mindful consumption: Three consumer segment views. Australasian Marketing Journal (AMJ), 28, 3–10. Retrieved from
https://www-sciencedirect-com.ezproxy1.library.usyd.edu.au/science/article/pii/S1441358219302241
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and-stories/story/most-subscription-services-are-not-delivering-sustainability
Beatty, J. (2009). Eco-nomics, The hidden costs of consumption. https://www.slideshare.net/joshuabeatty/economics-the-hidden-costs-of-consumption/44-
think_about_the_costs
PolyMatter. (2018). Subscription Affliction - Everything is $10/month. Retrieved from https://www.youtube.com/watch?v=lTKuQQegNTs
TrueBill. (2020). Security. Retrieved from https://www.truebill.com/security
Vreeswijk, S. (2019). How to Combine All of Your Messaging Apps in One Place. Retrieved from https://tryshift.com/blog/tips-tricks/how-to-combine-all-of-your-
messaging-apps-in-one-place/
Basiq. (2020). Advice and answers from the Basiq team. Retrieved from http://docs.basiq.io/en/
Tzuo, T. (2018). Subscribed: why the subscription model will be your company’s future - and what to do about it . New York, New York: Portfolio/Penguin.
Arensman, R. (2002). Subscriptions anyone? EDA vendors are shifting to subscription payments to gain earnings predictability. (Finance).(Statistical Data Included).
Electronic Business, 28(9).
Lee, S. (2019). An Exploration of Initial Purchase Price Dispersion and Service-Subscription Duration. Sustainability, 11(9). https://doi.org/10.3390/su11092481
Wells Fargo Releases Control Tower. (2018). Professional Services Close-Up.