— Team Leader • Design Strategy • Account Management —
When The New Yorker recently launched a redesigned website, they did something radical for a magazine — asked people to pay for content online.
I led a team at Fell Swoop to design the paywall and checkout experience that launched alongside the new site. We helped define the design strategy, created interactive prototypes, conducted usability research, and collaborated closely with the editorial, brand, product, and consumer marketing teams at Condé Nast.
As a result of our work The New Yorker saw a higher click-through-rate on the upfront ads we designed, an increase in conversion rate on the subscription form, and a big jump in the overall number of subscriptions — at the same time they were raising prices.