Globe and Mail Education Website

Our first step was to gain a deep understanding of the problem space. We focused on attracting and retaining our specific target market, which comprised post-secondary students and educators, including professors and instructors. Our primary goal was to enhance the way we informed our audience and showcased our unique offerings and value proposition. In collaboration with stakeholders and program managers, we defined a set of long-term goals, including:

• "Cultivate a dedicated following of Globe and Mail subscribers by offering compelling reasons for them to return."
• "Motivate students and educators to become advocates and recommend our platform to their networks."
• "Increase subscriptions among post-secondary students and educators."

Moving forward, we entered the decision phase, turning our ideas into testable hypotheses. Our team chose to focus on one specific customer persona, Nadine, and a key event in her journey: the act of subscribing to The Globe and Mail, as depicted on our Customer Journey map.

Our ideation phase involved sketching out various solutions on paper and using a dot voting system to prioritize our "How Might We" (HMW) notes. Through this process, we determined that a custom-coded microsite would be the most suitable solution to address our identified challenges.
‍
Problem: Users aren't aware of the full product offerings as a Student / Educator. Discounts etc.
HMW: How might we increase awareness of the full product offerings? And increase subscriptions?
‍

To materialize our concept, we proceeded to the prototyping phase, creating a realistic prototype using Figma. Recognizing the importance of real user feedback, we conducted remote usability testing with 5 students and educators, facilitated by UserTesting.com. With User feedback we were able to make iterations and improve user frustrations and interface challenges.

Following the Design Sprint and successful prototype testing, I took on the task of developing the frontend, bringing our solution to life. This holistic approach ensured a user-centered design that effectively met the needs of our target audience.

‍Nadine begins her journey by actively seeking diverse news sources for her comparative journalism project. She stumbles upon The Globe and Mail during her research, attracted by its reputation for in-depth reporting and comprehensive coverage of national and international issues.

‍Nadine visits The Globe and Mail's website to explore the layout, design, and the variety of content available. She reads a few articles to assess the writing style, depth of analysis, and the overall tone of the publication.‍

‍Nadine compares The Globe and Mail with other news outlets, including The Toronto Star, evaluating the differences in editorial stance, coverage, and journalistic approach.The Globe and Mail stands out for its in-depth investigative pieces and global perspective, aligning with Nadine's preference for comprehensive reporting.

‍Impressed by the quality of journalism she finds in The Globe and Mail, Nadine explores subscription options available on the website. She considers the benefits such as access to premium content, exclusive features, and a commitment to supporting independent journalism.

Nadine takes advantage of a free trial or limited access offer to explore the premium features before committing to a subscription. During this period, she appreciates the ad-free reading experience, exclusive articles, and personalized content recommendations.

Nadine recognizes the unique value proposition offered by The Globe and Mail, such as in-depth analysis, expert commentary, and a wide range of topics that align with her journalistic interests. The credibility of The Globe and Mail becomes evident through its rigorous fact-checking and commitment to unbiased reporting.

Convinced of the value and quality, Nadine decides to subscribe to The Globe and Mail, selecting a subscription plan that best fits her needs. She appreciates the transparency in pricing and the variety of subscription options, including digital-only and bundled packages.

After subscribing, Nadine receives a warm welcome from The Globe and Mail, along with onboarding materials that guide her through the features and benefits of her subscription. The onboarding process includes tips on navigating the website, setting up preferences, and accessing exclusive content.

‍Nadine actively engages with The Globe and Mail's content, participating in discussions, commenting on articles, and sharing her insights. She appreciates the personalized content recommendations that cater to her specific areas of interest within journalism.

‍The Globe and Mail seeks feedback from Nadine through surveys, polls, or direct communication to continuously improve its services. Nadine feels her opinions are valued, creating a sense of community and connection with the news outlet.