There were a number of objectives to the redesign of the shopfront and Rewards portal. The main businesses were to reduce operational overheads incurred by an inefficient backend system and increase the conversion rate through the subscription funnel. The first area of investigation was to audit and analyse the overall breach process from end-to-end for anonymous, registered and subscribed users.
It was paramount to understand the customers purchase intent and to reflect this throughout the hierarchy and structure of the page – ensuring that the right customer is being ‘drawn in’ at the appropriate stage and the right marketing messages are being delivered. Removing as much friction on the site as possible was crucial to making it easy for users to register or subscribe. This would be achieved by scrutinising the number of options available and only displaying those that have real value. This was made possible by creating a comprehensive customer journey map that drew from a plethora of customer research and data sources and gave us real insight into the lifecycle of a subscriber.
There were a number of activities organised at the time of kickoff to ensure stakeholder engagement from the start, this included brainstorming sessions with the team, heat-mapping of the current site to help inform the UX planning and potential creative approach to imagery. Extensive competitor research was also conducted as was research into new innovations in payment paradigms and processing.
A challenge of any large business is to successfully advocate the use of concise communications to keep users engaged. Short punchy headlines and lots of engaging imagery is the best approach to getting the message across with enough detail, but in an efficient manner. Making sure that the breach messaging is appropriate at the stage that the user is in the customer lifecycle (for example a soft breach for unregistered users to encourage them to share their email). As such I worked with our ‘above the line’ agency to craft wording based on preliminary user testing to communicate where the user is in the process and to pitch it at the right level to ensure retention.
The vision was to create a module system that could be configured to display a different page depending on what we know about the particular user, the state that they are in and potentially integrating customised content down the line.
Also an AB testing system was designed to constantly to feedback into our data modelling system which adds colour to our customer profiles and builds dynamic user profiles on the fly.
Following the beta launch of the shopfront bounce rates were significant reduced and after 1 year there was a reported 23% increase in subscriptions and an 18% revenue increase.
For the renewed Rewards program, PV’s more than doubled and UV’s were significantly up. There were a total of 67,513 Rewards redemptions at the end of the first week after launch. Both aspects of the project were hugely successful, however their enduring success relies on the constant assessment and testing of the sites and the refining of our backend systems.
The main learnings from this project were that there should have been more emphasis in the planning for the long terms resourcing for the iterative approach to design. Although I had devised a comprehensive plan user testing and AB testing in the months that followed the launch, funds were diverted away from this activity and the site did not learn and mature as it should have. There is a great future opportunity to use our renewed data capabilities to inform a more customised approach for users. Taking a ‘marketing of one’ approach.
News Corp – Apr 2014 to Present
UX Designer, Design Director, Stakeholder Management, Design System Strategy
To reduce the bounce rate at every stage of the acquisition sign-up process on the shopfront and to improve the availability and UX of the Reward programme that services subscribed users.