Driving Growth for Legacy Products
The New York Times Home Delivery is a legacy product and the highest-revenue per user suscription. I led a complete refresh of an outdated landing page to boost conversion.
By shifting from minor tweaks to bold design swings, I created three test variants that achieved a 48.7% lift and 250 incremental starts per month.
By shifting from minor tweaks to bold design swings, I created three test variants that achieved a 48.7% lift and 250 incremental starts per month.
Role: Product Designer
Skills: Visual Design, Interaction Design, Content Design, Communication
Timing: August - September 2025
Skills: Visual Design, Interaction Design, Content Design, Communication
Timing: August - September 2025
Original Home Delivery Landing Page
Background
The Home Delivery Landing Page experience was oudated and needed a complete refresh. I drove our strategy toward "big swings"—using ambitious design directions and adaptive testing to turn a dated experience into a major driver for subscriber growth.
Problem
For over a year, the larger Conversion team ran adaptive "bandit" tests on small elements like headlines and button colors. These minor tweaks failed to produce statistically significant results or impact conversion.
The Home Delivery Landing Page needs to change how users see the subscription and value and overall experience. We decided to take "big swings" with design, copy, and imagery to drive conversion.
Team feedback on early Home Delivery Landing Page explorations
Iteration
I translated research insights into design opportunities centered on three core benefits: digital detox, content discovery, and premium digital access. To inform explorations, I conducted a competitive analysis on how leading brands approach complex subscription experiences.
I developed 4–8 explorations for header section of the landing page, drawing inspiration from previous high-performing conversion tests. During this phase, I successfully advocated for ambitious new elements—including a vertical timeline and a feature carousel—to enhance clarity and engagement.
I developed 4–8 explorations for header section of the landing page, drawing inspiration from previous high-performing conversion tests. During this phase, I successfully advocated for ambitious new elements—including a vertical timeline and a feature carousel—to enhance clarity and engagement.
Mid-fidelity Home Delivery Landing Page explorations
Solution
I delivered three landing page candidates and corresponding page states for an adaptive “bandit” test. Key features included:
- Vertical Timeline: A step indicator so users knew exactly where they were in the signup process.
- Updated Imagery: Visual carousels to represent core benefits like digital detox and content discovery
- Clear Value Props: Iconography and copy that clearly explain the new NYT Family Plan subscription and additional digital access for three people
Final Home Delivery Landing Page adaptive testing variants
Impact
The winning variant achieved a 48.7% lift and 250 incremental starts per month, greatly exceeding expectations. By partnering with Product and Engineering to bring clarity to an ambiguous opportunity, I transformed a legacy experience into an unexpected driver for subscriber growth.
I recently delivered updated Home Delivery Landing Page variants that built on this success, ensuring we continue optimizing test variants through 2026.