About The Economist
The Economist is an English-language weekly magazine-format newspaper owned by the Economist Group and edited at offices in London. In 2017 its average weekly circulation was just over 1.5 million, about half of which were sold in the United States.
With subscriptions being at the core of the Economist business model, but with the possibility of always facing a high percentage of churn, we were approached to help find ways to improve the experience for new and potential customers as they approach payments during their subscription timeline.
What Did We Do
We designed and facilitated a hands-on experience mapping workshop that would include members of senior management, including the Head of Strategic Product Development and VP of Product and Reader Strategy.
During the discussion-led workshop, two teams broke down the existing customer journey, focussed on the emotional state of the typical user, identified the desired experience improvements and opportunities, and highlighted other teams and roles that would be needed to be involved moving forward.