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Brand Strategy
Product design
Stakeholder management
Marketing
Commercial strategy
Client DCThomson – P&J and The Courier
I led the digital transformation of the Courier and Press and Journal regional papers that serve central eastern and northeastern Scotland.
The first task – Map the existing experience
Mapping the legacy experience to identify challenges across the entire user journey
Challenges were identified across the entire user journey
The map was digitised and presented back to the business to capture all challenges
Once all feedback was captured a new version of the experience was created. The new happy path incorporated all enhancements features and upgrades which delivered business and customer objectives.
Based on business value, the commercial flow was agreed upon as the main focus of transformation. The work began with a thorough best-in-class investigation
Combining user insights from Hook research, best-in-class design, strategy, and cross business input a range of CTAs were developed and mapped to the existing flow.
Flows were created with varying degrees of user friction
Test flow – 2 iterations
Messaging
Messaging around the number of articles read was praised
for its usefulness and friendly tone
Friction
Format and placement didn’t tend to annoy or
disrupt reading patterns,
Subscription awareness
The messaging gave instant reinforcement of The Courier’s
position as a subscription website
Design
Users liked the block colour inline messages, which were
described as “polished and slick”
Subscription checkout enhancement
For consistency and optimal conversation %, the Subscription flow was transformed using the same language as the CTAS
Metrics before and after
the new CTA release
The original KPI measurement of success forecast a 25% -75% increase, but the 500% increase was significantly above expectations
Content strategy
Hub Hero Hygiene
The ‘Hero, Hub, Hygiene’ model is a content marketing model devised by
Google for YouTube publishers, but the principles can be applied to all forms of content marketing.
The legacy digital brand language provided no way of differentiating content type
Structure development
Content blocks are used to create hierarchy and purpose
The existing colour pallet was extended and mixed media introduced
Category colours
New language spread across all user touchpoints
Hub, Hero, Hygiene content articulation
Hero
Hub
Hygiene
User testing
Do the New vision template designs impact a range of user engagement
points in a positive manner?