UX Research & Design
Designing a new subscription experience for News24
Nadia Burger
Sep 10, 2025
Summary
News24 stakeholders asked us to explore how we might adapt our existing subscription experience to add a News24 + New York Times bundle offer.
Above: The current News24 subscription screen (desktop, mobile)
The Challenge
The current subscription page presents one offer with three billing period options.
The challenge therefore was:
1. how to introduce a second offer in a scalable way
2. how to optimize the page for conversions
My Process
Solution
Thing
Pricing pages capture users at their moment of highest intent but also highest anxiety. Users arrive in a state of uncertainty, needing to quickly understand the value proposition and their options (Clarity), feel assured about their choice (Confidence), and be motivated to act (Conversion). Good conversion design recognizes this psychological progression and guides users seamlessly from confusion to commitment.
Analysing the 2 publishers currently offering Family Plans:
Email-driven Invitation System
Individual Account Architecture
Family Management Dashboard
Family sharing included as Premium tier benefit
Key elements of a high-converting pricing page:
Clarity
Clear value proposition that connects features to outcomes
Intuitive tier structure with obvious differentiation
Transparent pricing with no hidden costs
Confidence
Social proof validation
Risk reduction mechanisms
Authority and credibility signals
Proactive objection handling
Conversion
Clear next steps with minimal friction
Strategic urgency when authentic
Multiple conversion paths for different user types
Key problems
Thing 1
Thing 2
Solutions
Thing 1
Thing 2
Impact
While precise results can only be measured post-implementation, current research shows:
Thing 1
Thing 2