Client: Fortune Media
Role: Art Director, UX/UI
Summary: Redesigned the subscriptions landing page to improve usability and conversions.
Subscriptions Landing Page
The Problem
The existing page was not updated in over ten years.
Subscription boxes were too tall on mobile, pushing key content below the fold.
Page lacked information on subscription tiers, resulting in extra customer support requests.
Visual issues: poor hierarchy, off-brand fonts, too much whitespace, no imagery.
The Goal
Improve mobile usability.
Increase clarity about subscription tiers.
Add branded elements to the page, including fonts, colors, and images.
The Strategy
Use mobile-first design.
Restructure content to guide decisions.
Refresh typography, imagery, and layout.
Creative Process
Audit existing page:
Identify usability and visual design issues.
Mobile-first redesign:
Prioritize top content within first screen.
Add subscription tier info:
Provide clear details to reduce support queries.
Visual refresh:
Update fonts, images, hierarchy.
A/B testing:
Test new design against old control.
Design Solution
Redesigned UI with clearer hierarchy and imagery.
Mobile-optimized layout.
Animated carousel of value props.
The Result
10 percent increase in conversion rate within three weeks.
25 percent increase in cash-in revenue.
7 percent lift in lifetime value (LTV).
