Newsday is a daily print and online news publisher serving the New York City borough of Queens and Long Island. I worked with the House of Kaizen agency on this project as a Quantitative Researcher using heatmap analysis, funnel analysis, form field analysis and live session recordings to reduce friction, discover usability issues, improve value prepositions, and further optimize the subscription and checkout process.
Understand how users behave at the shop and checkout
Discover where users are experiencing friction
Learn where users are experiencing anxiety
Find ways to optimize the experience and motivate sign ups
Other products (from left to right): Lifesum, The Athletic, Netflix, Habitify and Headspace.
Returning users had pre-existing accounts. The backend recognized their email, but they were asked to complete the form anyway.
Once logged in, have the user confirm their address and then introduce them to a deal they are eligible for.
Lapsed subscribers don’t always realize they’re ineligible for the deal. Users who had pre-existing accounts or lapsed subscriptions struggled with a “New start failed” error when trying to get the new deal. They were ineligible but they were not shown or directed to another one they could purchase.
This represented a missed opportunity to re-engage with users who had already used the product. These users were primed to buy but they were looking for an incentive to re-subscribe. Instead, they abandoned their transactions in frustration as their journey reached a dead end.
Some users struggled to complete all the form fields. They scanned around looking for the field they missed, but it was not always obvious. Others gave up in the confusion.
Sometimes the users struggled to find the form field that needed attention because the notification was not proximal to the error. The error in this example is in the address field. That field also has a green border—causing more friction.
Some users experienced friction around the consent check box and progressing to the next step.
The “Continue” button becomes active before the user has checked consent.
Then the user gets an an error because they forgot to check consent.
Adam Inglis – UX Designer and Researcher based in New York.