A landing page showcasing to existing and potential subscribers how and why to install The Washington Post app.
Project Overview
The Subscriptions team had a smart link that would direct users to the appropriate app install page depending on device type, but there needed to be a landing page as a fallback for when the users were on a desktop or their mobile device type couldn’t be detected.
The existing page needed to have its content updated to reflect new app features and it needed to be migrated to a new platform on Webflow. This need provided an opportunity to also update the design of the landing page.
Discovery
The first step was an audit of the existing landing page. In addition to needing a content update and platform migration, the existing page had dated imagery and did not match the new landing page design system. I also did a competitor analysis to have an understanding of what other media companies were doing in this space.
Design Process
My goal with the redesign was to simplify the appearance of the page by moving it inline with our new landing page design system and make the content digestible and engaging to users who found themselves there. The Subscriptions team had data showing app users were much more likely to be retained as subscribers than non-app users, so we wanted to make sure this page encouraged and simplified app installation.
I placed updated imagery on the page created by teammates for a related project. I worked closely with the Brand team’s copywriter to make sure the page was impactful from a content standpoint. I worked carefully to ensure the page was user-friendly across all viewport sizes, even though we knew the majority of traffic to the page would be desktop users due to the nature of the page.
Final Design
The final design focused on giving users the most critical information at the top, which included a QR code and direct links to the Apple and Google app stores. This was important because presumably a user would land on the page having already clicked a link in an email or another marketing touchpoint to download the app.
However, Subscriptions and leadership wanted to include additional information about why the app was worth installing in case any users were still unsure. My team chose to include callouts on 6 features. I laid these out with plenty of white space and simple art to make the content easy to digest and engaging.