— PROJECT NAME
Paywall Evaluation
— ROLE
Usability Evaluation
Data Analysis
Cognitive Walkthrough
Cart Sorting
Prototyping
— DATE
10/2019
Using UX research to drive subscriptions, refine value propositions, and optimize the checkout experience
Syracuse.com implemented a paywall to increase revenue but struggled to meet their forecasted subscription targets. To address this, we conducted extensive UX research to uncover user needs, frustrations, and expectations. Our efforts not only optimized the subscription checkout flow but also identified content priorities that led to the creation of a tailored sports package. By aligning the user experience with customer values, we helped Syracuse.com improve conversions and strengthen their subscription offerings.
My Role and Contributions
As a member of the research team, we identified sports coverage as a key engagement driver and defined the subscription value proposition based on user needs. We optimized the checkout process by addressing pain points like unclear pricing and navigation, improving the user experience and boosting conversions. Additionally, we influenced the creation of a tailored sports subscription package and conducted competitive analysis to guide strategic differentiation for Syracuse.com.
Content Priorities
Research revealed sports coverage as one of the most valued content areas for readers, highlighting a gap in existing offerings. Users expressed frustration with the paywall’s lack of clarity around benefits, which hindered subscription adoption.
Subscription Flow Challenges
Pain points included confusing navigation, unclear pricing, and a lack of perceived value in the subscription process. Streamlining the process and improving communication became key to enhancing user satisfaction and increasing conversions.
PAIN POINT ANALYSIS
Based on Usability Evaluation and Cognitive Walkthrough results
VALUE PROPOSITION REPORT
Based on Card Sort Test on potential subscriber benefits
COMPETITIVE ANALYSIS
To support Consumer Revenue in prioritizing benefits effectively, I conducted a competitive analysis using the topic cards from the previous card sort test. This analysis aimed to identify:
Points of Parity: Features that your users value, but both you and competitors offer.
Points of Difference: Features that your users value, and not offered by competitors.
Points of Irrelevance: Features that your users do not want, regardless of amount of work put in.
This approach provided a clear framework for focusing resources on the most impactful features while aligning with user expectations and market opportunities.
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