Post Sports+

Phase 1

║the Challenge║

Create an Account + Complete Checkout

Our challenge was to create an acquisition flow for Post Sports+ membership that will prompt users to successfully meet two objectives:

1. Sign up with an email address to create an account.

2. Reach the confirmation page to complete checkout.

║research║

Goals and Insights

Working in an agile framework, we applied the design-thinking method and began our research to better understand how our top competitors approach acquisition flow, specifically from a Gated Article entry point. Through discovery, we noted several sports and editorial subscriptions sites with similar flows and established the following research goals:

║ideation║

User Types + Wireframes

Before creating wireframes, the digital team and I had to first figure out who our user types are. This would span from anonymous users first coming to the site to registered users who may have cancelled and would like to sign up again to become a member. Once these flows were established, I created medium fidelity wireframes based on our competitive analysis to present to our team and stakeholders.

User Types

Wireframes

Gated Article content preview

User Type Flows for Account Creation and Payment

║specs║

Deliverables

To prepare for development, I created the dev and design paddings for each flow, and exported all necessary assets. These assets include design mocks, background images and svg assets such as social icons, graphic elements and arrows.

Phase 2:

As design is an iterative process, the digital design team and I began phase 2 on the Payflow experience shortly after launch. We evaluated its success, studied areas of improvement and created recommendations based on additional research and AI testing.

║the Challenge║

Improve bounce and conversion rates

Our challenge was to create recommendations for Payflow that would raise member benefit awareness to improve bounce and conversion rates.

║research║

Research and Insights

Confusion and Uncertainty. This was a common theme reflected in both user responses and the high bounce rate data studied after launch. It was clear users were hesitant and unsure of what they were being offered in a Post Sports+ membership. As a result, the team and I quickly went back to our market research and further analyzed how our competitors were promoting their service, presenting their benefits and enticing users to convert.

║recommendations║

Payflow Recommended Additions

In collaboration with copywriters and the marketing team, we began to strategize a better solution based on our competitive analysis. As a result, we designed four additions to recommend for Payflow. This included a learn more anchor link, where users can easily click and be taken to a more detailed benefits module. The benefits module will include large images and additional descriptions so users can further understand what they will receive in a Post Sports+ membership. We also designed a testimonials section with current member quotes and a persistent anchor bar so that users can quickly be taken back to the Create Account section and easily sign up. I designed the pages for desktop and mobile, tested and refined based on the visual AI tool 3M VAS results and presented them to stakeholders.

║visual design solution║

Final Designs

In Phase 2, we continued the iterative design process and further researched, defined, ideated, prototyped and tested our designs so that we could successfully meet the needs of our users and stakeholders. Below are the final designs I created for the recommendations made to Payflow. *Special thanks to copywriter Sean Treppedi for his expertise and providing the additional copy to help further clarify the membership benefits to our users.

║takeaways║

Impact:

•  At launch, page views on Payflow pages reached 2.8M

• Traffic from new users increased by 22%

Research, Testing, Rinse + Repeat

Working on Post Sports+ from concept to launch has taught me so much about the design process and gave me the opportunity to further advance my UX skills. Creating this product from scratch showed me the importance of team collaboration and how essential research and testing is to creating the final designs. I truly enjoyed conducting market research, analyzing the data. testing and re-testing all prototypes to make sure we were delivering the best product to our devoted sports fans.