Fairfax
CX pitch
Insight
The digital age has introduced significant challenges for major news outlets. As consumers increasingly expect free content and shy away from clicking on ads, news organisations have had to innovate to remain viable. Fairfax Media, the owner of The Sydney Morning Herald and The Age, approached us with a critical task: rethink how readers engage with their news and enhance the subscriber experience to make it more valuable.
Working closely within the LEDA team at M&C Saatchi, we developed a comprehensive consumer experience strategy aimed at reimagining the digital news experience. Our goal was to create a platform that not only catered to casual readers but also provided significant value to subscribers, encouraging them to see the benefits of a paid service.
Idea
As the lead designer, I was responsible for ideating and designing new features across desktop, tablet, and mobile platforms, ensuring a seamless and engaging user experience. This involved crafting a more interactive news consumption process and developing exclusive content and features that would appeal specifically to subscribers. Our focus was on making the experience richer and more rewarding, fostering a deeper connection between readers and the news they consume.
Impact
The project required close collaboration with a talented team of copywriters, creative directors, and strategists, all working together to ensure a cohesive and compelling outcome. The result was a redefined digital presence for The Sydney Morning Herald and The Age, with a focus on enhancing the value of a subscription. This approach not only addressed Fairfax's immediate needs but also set a new standard for digital news consumption, positioning the publications as leaders in the evolving media landscape.
