We know that exclusive news is a main reason subscribers use the platform. We believe that preview access to exclusive news for non-subscribers will result in an increase in new subscribers.
A non-subscriber accesses a news article page in a partial-view mode. They cannot navigate anywhere else on the platform, but they can learn more about each feature.
Politico Pro is a policy platform built to meet the needs of policy analysts, researchers, lobbyists, and consultants. The exclusive news is a main reason why subscribers choose the platform. I led design in a growth experiment by leveraging this to acquire new subscribers.
I looked at the current structure to understand exclusive news on the platform. The three main sections are Pro News, E&E News (acquired by Politico), and Newsletter.
I also identified the potential entry point for non-subscribers.
I mapped out different properties such as user actions, system inputs, and content. This helped us to visualize the test and which properties we might tweak.
I created three different concepts that we might use for testing. I also visualized the current state to use as a reference as we were designing the experience for a new type of user: the non-subscriber.
The article page has four actions. Originally, one of them sends the subscriber the article text to their email.
I looked at this as an opportunity to build upon existing user actions.
I shared concepts for a share pop-up menu, share modal, email notification, and a partial-view mode of the article page.
The original user action (send article text to the subscriber's email) is the first item in the share pop-up menu. I wanted to reduce any possible frustrations with users adjusting to this UI update.
The content in the email is kept to a minimum to quickly direct the non-subscriber recipient to the article page. The optional message also appears right before the primary button.
As a baseline test, we decided to not place any metered limits on visits by non-subscribers. Instead, we decided to place the limit on the viewable content. I worked with the Senior Director of Product to determine the viewable content limit.
Although non-subscribers have limited access inside the platform, it is still an opportunity for them to get a feel of the product. We built on this opportunity as a moment for them to learn about each feature. I also designed the images for each upsell modal variant.