Date:
2019
First Impressions
App downloads were up, but 70-80% of users uninstalled after one day. Surprisingly, our first screen, not designed for subscriptions, had a 1.3% higher conversion rate than our paywall. Could we design an even better subscription experience to boost app retention by 2%? This project needed to outperform the existing control and deliver a concise, compelling user journey.
Role:
Senior Product Designer
I led the design of the entire onboarding experience, from download to the app's main screen. This involved extensive research and collaboration with newsroom, marketing, branding, product, and engineering teams. A detailed, high-fidelity prototype was crucial to ensure the timing and feel of the experience met requirements.
Result:
The result? A 5%+ lift over the control and a significant reduction in immediate uninstalls. The experience was lauded internally and externally, becoming a staple for enhancing our news product.
Project Highlights
Leadership in Experience Design
Led the creation of the user journey from initial download to the app’s main screen, coordinating with multiple stakeholders and developing a high-fidelity prototype to ensure a seamless onboarding experience.
Retention Improvement
The newly designed experience outperformed the control by over 5%, reducing early churn and increasing user retention through a more engaging and purposeful introduction.
Celebrated Recognition
The experience was praised both within the organization and externally for its role in improving the overall news experience, solidifying its place as a critical enhancement to the product.
Dive Deeper
Identifying the problem
As The Washington Post’s app downloads grew, a troubling trend emerged—70-80% of users uninstalled it after just one day. Understanding this churn became a top priority. By analyzing the user funnel, we uncovered an unexpected insight: our first app screen, despite not being designed for subscriptions, outperformed our standard paywall. This screen generated more engagement and had a 1.3% higher conversion rate.
This discovery highlighted an opportunity. If an unintentional experience was already leading users to subscribe, could we design a more purposeful and engaging introduction that not only encouraged subscriptions but also increased retention by 2%? This realization set the foundation for our project.
Stirring up excitement
To capitalize on this opportunity, we needed to create an intentional, engaging experience that would outperform our existing first-screen control. The goal was to capture user interest immediately, clearly communicate the benefits of subscribing, and drive retention beyond the first day.
Our approach focused on designing a concise, visually compelling experience that emphasized value and exclusivity. We iterated on messaging, layout, and interactions to find the right balance between persuasion and usability. Ensuring that users felt empowered rather than pressured was key to creating a frictionless and effective funnel.
I was responsible for shaping the entire experience from the initial download to the moment the user entered the app's main screen. This required extensive research and coordination with multiple stakeholders, including the newsroom, marketing, branding, product, and engineering teams. To ensure the experience met expectations, I developed a high-fidelity prototype that captured the precise timing, flow, and feel necessary for an engaging and effective onboarding process.
Impact and Measured Success
The results of this initiative had a meaningful impact. The newly designed experience not only improved upon the control by over 5% but also contributed to a measurable increase in app retention. By optimizing for both engagement and conversion, we reduced early churn and built a stronger foundation for long-term user loyalty.
Beyond the numbers, this project reshaped how we approached onboarding and subscription strategies. The experience was praised both internally and externally for its contribution to improving the quality of our news experience and overall product. During its lifespan in the app, it remained a key component in enhancing user engagement and retention.
The product informs opportunities.
This project demonstrated the power of intentional design and data-informed decision-making. By identifying and enhancing an overlooked high-performing touchpoint, we turned a retention challenge into a growth opportunity. Moving forward, this approach will inform future onboarding experiences, ensuring that every user’s first interaction with The Washington Post app is both compelling and valuable.