Subscription Program
The existing subscription program had been piecemealed together and was a hodgepodge of incohesive elements with major gaps and flaws. A complete overhaul was required.
End to End Audit
I started the process by capturing the end to end journey with notes and annotations. This Miro board was exceptionally useful for quickly referencing any given part of the existing program when communicating with stakeholders.
Journey Mapping
Working with my team and internal stakeholders we generated a journey map to identify area’s for research, experimentation, and optimization.
Research
Through moderated user testing and interviews my team identified what end users really wants out of a subscription program.
Experimentation
After generating hypotheses around how we might improve the existing user experience and lift KPIs, we ran several A/B tests using Adobe Target. Some were winners some were losers, but each gave us a better understanding of how users interact with the site.
Ideation
Using all the insights gained from research, analytics, and testing I used the body of knowledge to begin crafting a strategy for a wholistic implementation that would not only relaunch the subscription program, but the site as a whole.
Final Output
The final output was an end to end overhaul of the subscriber journey and a redesigned design system to guide ongoing enhancements.