Print Migration
Role
Product Designer
Duration
––– in development
This initiative involves a comprehensive redesign and migration of the current print subscription journey, transitioning it from a third-party platform to The Telegraph website. The project primarily centres around enhancing two critical aspects: acquisition and renewal.
Given the significance of this project, thorough testing is imperative to ensure that every conceivable scenario has been examined and addressed prior to release.
(I've only displayed the print acquisition journey in this case study. If you require additional information, please don't hesitate to contact me.)
Collaborators
Product Manager
Business Analyst
Copywriter
Frontend Engineer
QA Engineer
Head of Print Sub.
Retention Manager
Responsibilities
Research
Usability Testing
Information Architecture
Visual Design
Prototyping
Quality Assurance
Process
Background
For acquisition, the existing print shop is outdated and fails to accurately represent the available buying options for potential subscribers.
Regarding renewal, the print migration project necessitated updated to the designs of the print renewal journey. This journey specifically caters to subscribers on prepaid subscriptions who wish to renew their existing subscription.
It is essential to consider that backend technical adjustments have been made, impacting the feasibility of certain front-end functionalities.
Objectives
The objective is to align the print journey (acquisition and renewal) with the current digital experience and adhere to the wider visual language of the brand.
Requirements
Through interviews, we gained insights into certain pain points within the current shop page. Unfortunately, these issues persisted in the new proposed design crafted by the previous lead product designer before I took over the project.
It wasn't clear what the page was offering
→ Improve language (header, labeling)
→ Restructure visual hierarchy
Both versions were 'overwhelming and confusing' and were asking the user 'too read a lot'
→ Reducing the amount of copy
→ Remove duplicate information
The pricing details were confusing
→ Improve comprehensibility of the pricing
Usability
During stakeholder meetings, we learnt that the business intends to retain the pricing structure as '£XX per week,' whilst also offering users the flexibility to select between monthly and quarterly payment options. To determine which version offers the easiest decision-making process for potential subscribers, I conducted a usability test and a survey featuring two variants.
A: Dropdown
The user is able to select the payment frequency via a dropdown list
B: Radio Button
The user is able to select the payment frequency via a radio button
It became evident that users favoured the version featuring radio buttons. They expressed a preference for having all options readily available without the need for additional clicks.
Users highlighted that displaying the price per week can be confusing, particularly when the payment frequency varies between monthly, quarterly, and annually.
Furthermore, despite both variants containing the same amount of copy, users perceived that variant A had less text.
Design
After analysing the usability test and survey results, I presented the findings to the stakeholders, who subsequently approved the removal of the 'price per week.' Additionally, for the MVP, it was decided to eliminate the option for annual payment.
As a result, I implemented the decisions and incorporated the insights from the usability testing into the final design of the shop page.
The new design has a clear header with a short description of the product.
The '7-Day Print' is being labelled additionally as 'Daily', whereas the '2-Day Print' is also referred to as 'Weekend' (eliminating any previous user assumptions of any two-day choice).
Via a radio button users can select their preferred payment frequency, and the price will adjust accordingly to the user's selection.
The visual hierarchy now is:
1) The product and what it contains
2) Select the payment frequency
3) How does it work
4) What you'll enjoy
Unfortunately, we were unable to migrate the entire user journey to The Telegraph's website. The payment page, where users must input their payment information to complete their subscription, had to remain on the third-party platform.
While this arrangement is less than ideal, the engineering team is actively conducting tests to address this issue. Therefore, this project remains 'in development' as we work towards a more seamless solution.
The complete journey from shop page to confirmation/onboarding.
LEFT: Payment page not migrated
RIGHT: Full migration
