Delfino.cr

A redesign newsletter flow

Methodology

Competitive analysis
Interviews
Preference testing

Role

Research
Writing

The redesign led to a +8% subscriptions in the first month

Summary

A lack of engagement in the onboarding process made it hard to understand the benefits.
I identified the pain points in the user journey.
Through research, I found data that informed my design/writing decisions
I tested the prototypes to validate (and discard )design hypothesis —including voice and tone.

The problem

The newsletter sign-up form pushed away readers from finding a reason to subscribe

The flat writing and unnecessary design prevented readers from knowing the benefits of a paid subscription presented at the end of the onboarding process.

The solution

Motivate users to sign-up by presenting unique value and fixing the pain points to introduce the value of the paid subscription.

My task was crafting a message in a conversational and branded tone rather than asking them what to do.
Also, I solve accessibility issues.

The process

Recognizing the pain points to construct a useful onboard flow

Considering budget and data limitations, I planned my strategy in 3 phases:

applying competitive analysis, best practices, and interviews to understand the obstacles and needs in the user journey
drafting several designs
testing the prototypes that met the quality criteria and taking feedback at every step.

The use of psychological principles was essential due to research data limitations

Testing

The participants preferred the variation design, but they showed concerns.

The redesign still needed to improve the ambiguous messaging, create a meaningful connection and show the value throughout the user journey.

25 participants took part in the preference tests. Althought it’s a small number, the findings pointed in a right direction

Before

After

The reason behind a longer copy in the succesful message, it's because of the relevance behind it. Here it's a chance to connect emotionally, remind the value of the product and show the next step.

The outcome

The subscription flow is more inviting, written in a conversational and branding tone that shows its value.

Even when the redesign strengthens the business goal and helps the user with clarity, there's room for improvement.

The subscription form could be more accessible and in line with a more holistic-design approach involving different teams (UI and marketing) to ensure a broader and more effective result.

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