The New York Times
Reimagining the conversion journey for NYT suite of products—Cooking, Games, News, and Wirecutter—resulting in a substantial increase in conversion rates.
Product Design
Art Direction
I was responsible for driving conversion growth at The New York Times while elevating user engagement by showcasing the full breadth of the NYT product suite. By developing key features and strategically designed landing pages, I created seamless pathways that connected users to high-value content and experiences—ultimately increasing overall lifetime value and deepening their relationship with the brand.
A New Payflow Experience
We launched an industry-leading payflow experience designed to optimize conversion rates while enhancing user clarity around subscription fees. This modular, one-page solution was engineered to be universally applicable across all NYT product subscriptions, providing a seamless and intuitive payment process.
Revamped Product
Landing Pages
We implemented a modular strategy for NYT product pages, including Cooking, Wirecutter, Games, and News. By developing scalable landing page systems, we achieved both clarity and exceptional performance while enabling continuous optimization through iterative testing.
A Fresh Welcome Experience
We introduced an innovative welcome experience that highlighted the full value of users' new subscriptions, fostering deeper understanding and engagement with the brand. This initiative led to significant increases in lifetime value and enhanced awareness of the entire NYT product suite.
New Feature Introductions
We pioneered new methods of connecting users to the content they valued most, providing clarity on the comprehensive benefits of their subscription prior to sign-up. These enhancements not only facilitated feature adoption but also drove significant improvements in conversion rates and lifetime value.
