HNP - Gift Articles
2024 / Hearst Newspapers
Product Design
UX/UI Design
Creative Direction
Overview
I led a cross-functional team comprising designers, developers, engineers, product managers, and researchers to develop the “Gift Article” feature at Hearst Newspapers aimed at converting non-subscribers into loyal readers while strategically expanding our email marketing database. Together, we conceptualized, designed, and implemented a user-friendly feature that allows existing subscribers to gift articles to non-subscribers, enticing them with premium content and incentivizing subscription conversions. This innovative approach not only aimed to enhance reader engagement and loyalty but also to drive organic growth by leveraging the power of targeted email marketing campaigns.
Results
By seamlessly integrating this feature into Hearst Newspapers’ digital ecosystem, we successfully achieved the following:
500,000 net new visitors
80,000 new email address captures
1,000 new subscribers
This initiative not only mitigated the impact of evolving social media and search engine dynamics but also generated valuable user data for targeted marketing initiatives. Moreover, the feature garnered industry acclaim, winning “Best Initiative to Grow Subscriptions” at the INMA Global Media Awards 2024, underscoring the product’s innovation and impact in digital media strategies. Feedback from users highlighted increased satisfaction with access to premium content, while internal metrics demonstrated improved user retention and engagement rates. Ultimately the “Gift Article” feature not only met but exceeded its strategic objectives, positioning Hearst Newspapers as a leader in digital subscription innovation while effectively addressing contemporary market challenges.