CLIENT: Fairfax Media
Achievement: Web subscription for Desktop, Tablet and Mobile
With the audience shifting from Print to Digital, Fairfax Media was confronted with a progressive loss of revenue. They decided to introduce digital subscriptions across all devices in order to secure a sustainable future. Considering the business importance of this project, I needed to ensure a user experience as fast and straightforward as possible, in order to maximise the conversation rate.
I started by creating personas, based on research done by a third party. The Sydney Morning Herald’s audience covers pretty much all generations, which is why we had to focus on primary personas only.
One of the primary personas
In parallel, I researched best practices and pitfalls to avoid by conducting a subscription experience benchmark. I had a look at Media competitors, as well as experiences in totally different markets.
I defined several user journey options, covering the main use cases.
Extract of a navigation flow
‘Stand up’ workshop with the main stakeholders