The New York Times Group Subscriptions
Scope: UI/UX
Background
The New York Times offers group subscription options for small businesses, large enterprises, and schools. However, the original website, created a few years back, had become outdated. It featured stock images, non-NYT fonts, and a confusing user experience.
In this project, we redesigned the user experience and refreshed the visuals to align seamlessly with the NYT brand.
Before
The original structure of the group subscription page began with one main page that then led to multiple subpages for each audience—media, hotels, libraries, K–12, and universities. The structure of the pages was similar but the marketing language was different, and there were visual inconsistencies across the pages. Having to maintain six pages was not optimal, and the click rate to the subpages was only one-to-two clicks per month.
New Structure
Because structurally the six subpages were similar, in order to simplify the user experience, we decided to combine the six pages into a single page. The new page would contain a header, a benefits section that could toggle between business and education, a subscription options section, a clients’ logos section, FAQ, and a legal footer.
New Visual
To create brand consistency, we replaced the stock images with our own lifestyle photos.