The Sydney Morning Herald & The Age Subscription Purchase

Re-design of the Sydney Morning Herald and The Age purchase flow to minimise customer drop-off. While seemingly a simple project, it involved ideating around ideas which presenting news bundles that didn't really scale in a way that offered potential subscribers clear and distinct choice.

Employer: Fairfax Media/Nine Entertainment Co.
Role: Senior Product Designer | Product Lead

Rationale

A phase of user testing involved presenting two options, a bunder builder, and a bunder selector. The design ultimately drew inspiration from both, as they each had unique merits.

Metered news artile

The purchase process usually started at a meterred news article, which allowed users to continue reading, but prompting readers purchase.

Meter expansion

The meter could be expanded to view purchase options, including 'Subscribe with Google' intergration.

Paywall

The paywall appeared to prompt purchase when users had exhausted a monthly free article limit.

Bundles

Subscription Bundle Selection

Account Setup

Personal details were kept to an absolute minimum to avoid the friction previous versions had included.

Delivery

For users choosing a bundle which included a physical paper, a delivery address step was required.

Payment

The addition of options, such as PayPal, was crucial to removing friction.

Confirmation

To ensure the reading experience resumed seamlessly, the subscription confirmation appeared in modal window, after returning the user to where they started the process.