TELEGRAPH PREMIUM

User Experience Design Intern

THE BRIEF

The Telegraph decided to adopt a new payment strategy in 2016. This new venture, 'Telegraph Premium', required strategic design work in order to align all digital touchpoints to the new model, making them easily understood by customers and profitable for the business.

 

I worked with mainly one other UX Designer conducting research, workshops and multiple design phases as well as supporting developer teams through the build process.

THE PROCESS

Research

With a vast range of options available within the wider strategy, an extensive competitor analysis was conducted, studying different implementations. Trends and patterns were drawn from this and presented to stakeholders for consideration when refining the business strategy

All touchpoints in the business ecosystem that would be affected by the Premium were mapped out. These were then prioritised in workshops with key stakeholder by plotting business and user needs against each other 

Key user journeys were developed with user habits and personas matched to them ensuring we catered for our full range of readers

Discovery

Concepts for each customer touchpoint were developed alongside the user journeys. This phase gave us the space to explore as many creative options as possible as were used in deciding which features were for V1 or V2 release.

Definition

Workstreams ran in parallel to ensure deadlines were met with efficiency. Detailed wireframes were refined into key deliverables for developers to work on.

OUTCOME

300% increase in subscriptions to the Telegraph
400% increase in logged-in website visitors

SEE MORE WORK

GRACE
The device that counters menopausal hot flushes
Telegraph Style Guide
A live, maintainable tool documenting modular design framework
PUBLIC SPEAKING
Presenting work at the World Usability Congress 2016

 Peter Astbury 2018