People in Boston care very much about the news The Boston Globe brings. However, many people, including myself, are not happy with the user experience they get from it. While there are several places on the site that need improvement, I chose to work on the subscription registration and payment checkout pages.
My attempt to subscribe to bostonglobe.com started by clicking on the 'Subscribe' button. This action opened up a menu with two subscription options, See screenshot below.
I chose Digital Access (see screenshot below) but while I was on that page I also wanted to see what they offer for the Home Delivery.
Here are the things I did not like about this page:
There is no way to chat with customer care.
There is no way to contact them from this page
I wanted to compare digital and home delivery side by side – how do I do that?
Where is FAQ section here?
They are talking about a promo offer. I am not sure what will happen after 4 weeks. How much will I pay?
Where is my option to sign in if I came here by mistake?
In a nutshell, this page opened a can of questions in my mind. Even if I am attracted to Globe’s journalism, I needed to think hard before subscribing to their service.
Next I went back to their home page by clicking the Boston Globe heading on top. I had to click the ‘Subscribe’ button and select the home delivery link.
A few observations immediately came to mind:
Why so much discrepancy between the digital access and home delivery pages.
I liked the support information, chat option and subscriber sign in.
This is a product I would like delivered to my home everyday. Is this really their layout? It’s not enticing like Peapod, Instacart whose products I use regularly.
Overall, I disliked the following:
I had to click three times just to go back and forth between the two offer pages.
The experience was not consistent.
There was no way to compare (tally) the services next to each other.
After this I conducted a small Interview with one of my neighbor. Problems she mentioned
Unable to find subscribe button, it's not that promiment on the homepage.
She landed on digital page by clicking an ad on homepage.
After she went there, her first reaction was "Why am I here? I don't even want this."
She is interested in Home Delivery
She used the back button in broswer to back to the homepage and kept searching for home Delivery and finally gave up
With my assistance she was able to find the home delivery option. She said "I would never knew it's there. And this is why I don't subsribe to Globe."
After she was at home delivery she mentioned
Too many texts.
Not all information are availble here.
I don't know where can I find all the information.
I need to know what other options I have (like Digital, combination) - How can I find those?
How can I contact someone
Her overall experience with Globe was quite unsatisfactory.
Once I was done with interview and jotted down my points, I started sketching a rough draft on paper. My aim here is:
to give a unified experience across the entire subscription process.
welcome feeling while buying
an option to chat and have some basic question answered (FAQ).
Once I knew the components I am building I drew those interactions on a piece of paper. It helps me to think on a blank canvas
One I was happy with the basics, I used the Sketch app to draw the prototype and Invision to gather the interactivity. The screenshot below is my first draft on Sketch:
I realized that my first draft had too much text and is not intuitive. So I moved down the 'less important' text below the fold and put the important ones at top. After a few iteration I created the final design.