The ongoing redesign project initially focused on retaining search traffic from key landing pages. This involved reworking the high traffic, travel and recipe content areas to include banners, advertorials, sponsored links and to make better use of the available content. I then went on to create a revised navigation structure, comprehensive UI style guide and responsive layouts.
Subscription promotion and upsell are key to the site’s success, various options were developed to encourage uptake from search traffic across the site whilst engaging and retaining traffic.
I then went on to design the subscription checkout flow, at all times keeping it as clear and intuitive as possible. The flow included a multistage signup, package options, upsell opportunities and gift subscriptions, as well as subscription management features.