Overview: As The Independent transitioned to a digital-first business model, the subscription journey needed to convert more visitors into paying subscribers. I redesigned key areas of the experience to simplify decision-making, improve trust and reduce friction, supporting subscription growth and revenue.
My role: Designed responsive subscription experiences across mobile and desktop, working within The Independent’s design system to improve usability, messaging and conversion.
Approach: Simplified the purchase journey by clarifying subscription options, strengthening content hierarchy and using trust signals to increase user confidence at key decision points.
Solution:Â Created a scalable, responsive subscription experience that reduced friction throughout the customer journey. By refining information hierarchy, simplifying subscription options and introducing trust-building content, the experience made it easier for users to understand the value proposition and convert to paid subscribers.
Impact: Helped increase digital subscriptions by improving conversion throughout the customer journey.
My role: Designed responsive subscription experiences across mobile and desktop, working within The Independent’s design system to improve usability, messaging and conversion.
Approach: Simplified the purchase journey by clarifying subscription options, strengthening content hierarchy and using trust signals to increase user confidence at key decision points.
Solution:Â Created a scalable, responsive subscription experience that reduced friction throughout the customer journey. By refining information hierarchy, simplifying subscription options and introducing trust-building content, the experience made it easier for users to understand the value proposition and convert to paid subscribers.
Impact: Helped increase digital subscriptions by improving conversion throughout the customer journey.
