Racing Post Freemium

THE CONTEXT & OBJECTIVES

This project addresses the how The Racing Post approached driving user account sign-ups including considering:

Metering (creating a freemium tier)
Simplification of the free account sign up process
Better sign-posting (and possible renaming) of their Premium content to both promote subscription and reduce user frustration
Better promotion of their Premium content related to subscription tiers

This project was run while Racing Post was going through a larger digital transformation process that touched on all areas of user experience, tech stacks and data integrations.

THE SET UP

My role: UXDR project lead, hands-on designer (along with 2 other designers), research collaborator, business strategy stakeholder
Company: Spotlight Sports Group, Racing Post brand
Main Team: B2C product designers, user researchers, B2C product management, the Editor in Chief and commercial stakeholders

Outside of leading and supporting the designers and researchers on this work, designing mock-ups hands-on, I was also the bridge between Editorial, Product and the commercial side of the business to help marry user needs with this crucial area of business revenue.