As the Lead UX/UI Designer at the FT, I collaborated with user researchers, conducted heuristic and usability evaluations, performed UX audits, conducted user testing, A/B/n and multivariate testing, UI design and customer journey optimization to develop high-converting responsive designs for the FT audience.
First, the old page – followed by the new page.
The previous design looked out-of-date and had a lot of visual clutter, causing cognitive overload potentially leading to decision paralysis. The new design was updated with more easily-scannable, contemporary, responsive design. Icons and more prominent display of subscription costs were added to the cards.
To show the value proposition, a “Why subscribe?” button was added above the fold that would gently scroll visitors to the area below the cards showing more detail. The new design tested well with audiences and was set up for implementation.
Why is the new design better?
The previous design appeared obsolete and was excessively cluttered with information and visuals, causing cognitive overload for potential subscribers and leading to frustration and decision paralysis. In contrast, the new design features a modern aesthetic with a simplified visual layout and improved visual hierarchy, resulting in a more streamlined decision-making process for users.
