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A modernized subscription enrollment for the Chicago Sun-Times

My team increased Chicago Sun-Times’ digital subscriptions via a simplified and responsive interface. We then customized the new template for all of our 40+ branded newspapers based on local offerings and rates.

01

Explorations

We began by whiteboarding potential solutions to the outdated, clunky experience. Part of the process involved determining the most compelling benefits users would get from signing up for a subscription.

02

Front Page

The subscription landing page—or as we called it in newspaper lingo, the “front page”—was a very important part of the flow. It focused on the member benefits and showcased our digital product offering. I highlighted exclusive content via informational sections that drove users into the signup flow.

03

Offer Selection

We guided the user to a page that detailed the subscription types. The breakdowns included delivery days and pricing for 2 packages—print & digital vs. digital only. Flows and layouts were then duplicated and rebranded across all 40+ newspaper brand sites owned by the Chicago Sun-Times.

04

Account Creation

After selecting their offer, we asked for user information to create an account. I used UX techniques like information grouping and section chunking to allow for the best user experience.

05

Confirmation

The final page in the flow included the detailed order receipt. We added a content section below the receipt to showcase the newly-available products and drive the user to take action.

06

Marketing Drivers

As the new subscription flow was developed, I helped launch the Sun-Times’ first external advertising campaign in years with the marketing team. We created a strategic public transit campaign that boosted single copy sales on the site.

Ads included hand-selected headlines from a variety of top writers
Highlighted sports, politics, and entertainment categories
Classic newsboy quip to “read all about it” drove people to the site