cnbc pro
Eng lead: Matt Shade
Overview & Challenge:
I led the redesign of the Sign In, Sign Up, and Registration processes for CNBC PRO to increase new subscriptions and reduce churn. I began by mapping out the existing user experience and identifying issues. Next, I collaborated with the internal CX team to gather complaints and feedback. Finally, I analyzed premium subscription flows from competitors to inform our decisions and ensure our design was competitive and user-friendly.
From January to March 2020, subscriber numbers rose by 190%, showing strong interest. This led us to enhance our product's value proposition to create an essential daily financial tool and revitalize the PRO subscription. Our goal was to grow subscriptions from 18k to 100k in three years, a 400% increase. We aimed to set CTR and conversion goals, overhaul the technical infrastructure, implement a new identity management system, and streamline the PRO subscription and sign-in process to reduce friction.
Mapping the existing experience:
I collaborated closely with the CX team to gather insights and identify pain points. Their support was invaluable in understanding user complaints and feedback, which informed our approach to redesigning and enhancing the overall experience.
CX Feedback and heuristic findings:
I collaborated closely with the CX team to gather insights and identify pain points. Their support was invaluable in understanding user complaints and feedback, which informed our approach to redesigning and enhancing the overall experience.
- No clear value proposition to the customer. Information was available but spread over marketing pages. This information was not at the point of purchase.
- Adjusting plan selection during checkout flow was hard for users to see.
- Dead-ends within the flow. Users who accidentally went into Sign In could not easily correct to access Sign Up modal.
- Not mobile friendly, forcing an experience that cutoff CTA and pertinent information to the user.
- Purchase flow abruptly closed, an email was sent but there was not a confirmation of the purchase real-time in the flow.
- UI pattern not consistent. Existing Subscription flow built on older tech-stack. Look and feel not consistent with design of CNBC.COM, no parity with CNBC app, different terminology used throughout.
Exploring Pro user profiles: Part 1
Understanding what drives user interest in PRO was pivotal in optimizing the subscription flow. We explored what attracts users to our product and what they seek. Categories for potential subscriber concepts were identified through a Qualtrics survey sent to 16.5k users. Insights gathered from responses helped shape our subscriber profiles and provided clarity on the investment-related content our audience finds valuable enough to subscribe to.
Susan, the confident investor
Susan is an established investor who is confident in her investing strategy and approach. She finds value in insights and analysis.
Sign In and subscription experience flows: Part 2
I collaborated closely with the CX team to gather insights and identify pain points. Their support was invaluable in understanding user complaints and feedback, which informed our approach to redesigning and enhancing the overall experience.
- How might we improve our acquisition and retention rates by meeting users where they already are on the web?
- How might we offer a more seamless payment experience?
Touch points showing the various entry points for the PRO flow. This includes paths for existing users and new users. Blue color represents the flows I focused on and designed.
Conduct A/B testing on two pathways to identify a seamless user experience
We need to consider several critical steps: initial account creation, plan selection, and billing checkout. While this flow is fairly standard, our goal is to establish a seamless process for users. We have identified two prototypes for testing, each taking a different approach to the sign-up process.
A: one (single) view sign up
(A.1) The value prop is laid out clearly for the user with details about the plan, with choice selections between monthly and annual subscriptions.
(A.2) The next step includes plan confirmation, account creation and billing in a single view.
(A.3) Closing step shows confirmation of the purchase. Users email address and order number provide verification of the purchase.
.vs
B: Staggered Sign Up
(B.1) This version first focuses on the Sign Up creation, progress indicators show how many steps the user will encounter. (B.2) The next step focuses on the plan selection with billing. (B.3) Closing is more succinct with only an email confirmation.
Validating our direction: Part 3
Test Participants
Testers: Financial News Readers
Gender: 4 females and 2 males
Age: 32-69
Device: Desktop / Figma
(B.1) This version first focuses on the Sign Up creation, progress indicators show how many steps the user will encounter. (B.2) The next step focuses on the plan selection with billing. (B.3) Closing is more succinct with only an email confirmation.
- Most of the users chose the single view style Sign Up when given the option. - 5/6
- All users preferred the comparison table before moving along in the subscription process. - 6/6
- Most of the users like having a progress bar. - 5/6
“ The subscription offerings creates an emotional investment, it generates a response and makes me to want to do it.”
“I like to have the confirmation, the order number is very helpful in the event I do not receive my email.”
“ I would be less inclined to give my email early in the process.”
End design: Part 4
Based on our testing results, we decided to implement a consolidated Single View Sign Up for PRO Subscribe. Moving forward, we will continue to gather and incorporate user feedback to refine this approach. Our next objective was to define the distinct look and feel of PRO, distinguishing it from the standard CNBC product.
We chose a modal window to provide a seamless subscription experience. This ensures users can subscribe without interruption, and locked PRO articles unlock immediately upon purchase, allowing continuous reading.
Incorporating all of our feedback from our users and applying our guiding principles stated earlier. Our mobile version had to be flexible and clearly provide all the benefits of our value prop.
Cohesive modals. These modals featured stepped progression and confirmation, focusing on providing feedback to the user throughout the journey.
brand style
Color system for PRO themed content was designed to create an exclusive look and feel and to differentiate itself from the standard CNBC blue. The green represents growth and rebirth, something we want to emphasize with our premium content that gives our customer a financial edge.
scaling payments
As part of achieving our goals we needed to offer additional payments options. Scaling payment options will increase conversion rates, offer a faster process and provide even less friction for our users at this stage. We defined a success metric of having 10% of new subscribers complete a purchase using PayPal or ApplePay.
making it count: part 5
To quantify the value of the subscription redesign and objectively evaluate the project's success, we will track key metrics. Our next steps include monitoring the performance of the new and improved subscription flow, specifically focusing on churn rates, conversion rates, and the use of additional payment options. This foundational work is essential. By refining our Subscriptions and Sign Up/Sign In flows, we can concentrate on enhancing our PRO product offerings, thereby delivering core value to our users.
Q1 '21 Analytics: As of now, it's still early in the quarter, but the data looks very promising. Demo analytics indicate a 12% increase in conversions compared to the previous month. Additionally, PayPal users account for approximately 23% of daily subscription payments.
Q3 Update
The performance of the CNBC PRO subscription model has improved greatly within the past year of 2021 with new and active subscribers. More users are successfully entering the subscribe flow and making their purchase to the PRO product. That critical second conversion step is retaining new subscribers.
Work on PRO has transitioned to new product initiatives aimed at enhancing the overall value proposition for its subscribers. During my tenure, I monitored the funnel of the new subscription flow and identified areas for further improvement. I believe there remains potential for optimizing the account creation process and implementing billing enhancements to streamline the user experience.