OPPORTUNITY AREA

The primary objective of improving subscription management provided an opportunity to upsell other BDG newsletters. Via a single destination for managing all BDG newsletters, users are now able to discover additional subscriptions they may not have been aware of.

PRODUCT DISCOVERY

I first received requirements from product management and digested key takeaways into thoughtful open-ended questions for cross functional conversations with stakeholders.

• Can you describe what the current process is for gaining newsletter subscribers?

• Where do most new readers come from?

• How do users discover our newsletters?

• In the current product state, how do users unsubscribe?

• Do you see any opportunity areas in the unsubscribe journey?

• What are the required elements of the unsubscribe/subscribe journey?

I then worked closely with our engineers to understand what data is available for this project and how our newsletter management is currently tracked and stored.

PRODUCT REFINEMENT

Once I understood the needs from the engineers, newsletter and product management teams, I was able to hone in on designing a solution. The final design was informed by the below states (trackable via our available data):

1. Arriving to the newsletter management page via an unsubscribe link

2. Arriving from a generic “manage your subscription preferences” link

3. A user who has subscriptions, but needs to find out which

4. A user who has never subscribed

Taking all of the above states into account, I wanted to design a solution that could function as a ‘one stop shop’ for newsletter management needs. We could design a page that would accomodate for all states above, rather than having a fragmented experience for various management journeys. Streamlining this process provides an opportunity to create trust with our readers and encourage subscription to additional newsletters within our brand portfolio.

We made the strategic decision to leave out any sort of account creation, limiting moments of pain and potential points of drop-off. Account management is tracked solely through the user’s email. Should we wish to include more account preferences down the line, we may explore a username/password schema.

user journeys

1. User arrives to the newsletter management page after clicking Unsubscribe from any given newsletter

2. User confirms unsubscribe from newsletter and subscribes to additional newsletter

3. User denies unsubscribe action

4. User subscribes to all newsletters

5. User unsubscribes from all newsletters

6. User unsubscribes from other newsletter