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The first task – Map the existing experience <\/strong><\/p>\n\n\n\n <\/figure>\n
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Challenges were identified across the entire user journey<\/strong><\/p>\n<\/div><\/div>\n<\/div><\/div>\n<\/div>\n\n\n\nThe map was digitised and presented back to the business to capture all challenges<\/h3>\n\n\n\n<\/div>\n\n\n\n
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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.<\/h2>\n\n\n\n<\/div>\n\n\n\n
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<\/figure>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n <\/figure>\n\n\n\nBased 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<\/strong><\/strong><\/h2>\n\n\n\n<\/div>\n\n\n\n
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<\/figure>\n<\/div>\n\n\n\nCombining user insights <\/strong>from Hook research, best-in-class design, strategy, and cross business input a range of CTAs were developed and mapped to the existing flow. <\/h2>\n\n\n\n<\/div>\n\n\n\n
\n <\/figure>\n\n\n\n <\/figure>\n<\/figure>\n\n\n\nFlows were created with varying degrees of user friction<\/p>\n\n\n\n <\/figure>\n\n\n\n<\/div>\n\n\n\n
Test flow – 2 iterations<\/h2>\n\n\n\n<\/div>\n\n\n\n
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Messaging<\/h2>\n\n\n\nMessaging around the number of articles read was praised for its usefulness and friendly tone <\/h5>\n<\/div>\n\n\n\n\n
Friction<\/h2>\n\n\n\nFormat and placement didn’t tend to annoy or disrupt reading patterns, <\/h6>\n<\/div>\n<\/div>\n\n\n\n<\/div>\n\n\n\n
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Subscription awareness<\/h2>\n\n\n\nThe messaging gave instant reinforcement of The Courier’s position as a subscription website<\/h5>\n<\/div>\n\n\n\n\n
Design<\/h2>\n\n\n\nUsers liked the block colour inline messages, which were described as “polished and slick”<\/h5>\n<\/div>\n<\/div>\n\n\n\n<\/div>\n\n\n\n
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Subscription checkout enhancement<\/h2>\n\n\n\n For consistency and optimal conversation %, the Subscription flow was transformed using the same language as the CTAS<\/p>\n\n\n\n
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Metrics before and after <\/strong>the new CTA release<\/strong><\/p>\n\n\n\nThe original KPI measurement of success forecast a 25% -75% increase,\u00a0but the 500% increase was significantly above expectations<\/p>\n\n\n\n
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Content strategy <\/h1>\n\n\n\n<\/div>\n\n\n\n
<\/figure>\n\n\n\nHub Hero Hygiene<\/h2>\n\n\n\n The \u2018Hero, Hub, Hygiene\u2019 model is a content marketing model devised by Google for YouTube publishers, but the principles can be applied to all forms of content marketing.<\/p>\n\n\n
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The legacy digital brand\u00a0language provided no way of differentiating content type\u00a0<\/h2>\n\n\n\n <\/p>\n\n\n\n
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Structure development <\/h2>\n\n\n\n<\/div>\n\n\n\n
Content blocks are used to create hierarchy and purpose<\/figcaption><\/figure>\n\n\n\n<\/div>\n\n\n\n
The existing colour pallet was extended and mixed media introduced<\/h2>\n\n\n\n<\/div>\n\n\n\n
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New language spread across all user touchpoints<\/h2>\n\n\n\n<\/div>\n\n\n\n
Social\/Category\/Article<\/figcaption><\/figure>\n\n\n\n<\/div>\n\n\n\n
Hub, Hero, Hygiene content articulation<\/h2>\n\n\n\n
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Hero<\/h2>\n<\/div>\n\n\n\n\n
Hub<\/h2>\n<\/div>\n\n\n\n\n
Hygiene<\/h2>\n<\/div>\n<\/div>\n\n\n\n\n
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User testing<\/h2>\n\n\n\n Do the New vision template designs impact a range of user engagement points in a positive manner?<\/strong>\u00a0<\/strong><\/p>\n\n\n\n<\/p>\n\n\n\n
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Trust<\/strong><\/h2>\n\n\n\nThe user’s ability to trust the content was increased due to the design refinement and formatting<\/h5>\n<\/div>\n\n\n\n\n
Credibility<\/strong><\/h2>\n\n\n\nCredibility was also increased with a number of user suggesting they would reconsider subscribing based on the new premium feel\u00a0<\/h6>\n<\/div>\n<\/div>\n\n\n\n\n
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Articulation<\/strong><\/h2>\n\n\n\n Overall the different content types were well-represented by the designs<\/h5>\n<\/div>\n\n\n\n \n
User expectations<\/strong><\/h2>\n\n\n\nUser also expected something that was paid for to be at this standard, one would consider subscribing because of the new look and feel<\/h6>\n<\/div>\n<\/div>\n","protected":false},"template":"","portfolio_category":[],"_links":{"self":[{"href":"http:\/\/krakar.net\/index.php?rest_route=\/wp\/v2\/hervin_portfolio\/2495"}],"collection":[{"href":"http:\/\/krakar.net\/index.php?rest_route=\/wp\/v2\/hervin_portfolio"}],"about":[{"href":"http:\/\/krakar.net\/index.php?rest_route=\/wp\/v2\/types\/hervin_portfolio"}],"wp:attachment":[{"href":"http:\/\/krakar.net\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2495"}],"wp:term":[{"taxonomy":"portfolio_category","embeddable":true,"href":"http:\/\/krakar.net\/index.php?rest_route=%2Fwp%2Fv2%2Fportfolio_category&post=2495"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}