Globe2Go
Product Manager: Stephen Henrik
UX/UI Designer: Joshua Lee
Globe2Go is a product from The Globe and Mail that allows its subscribers to enjoy a print version of the newspaper on their digital devices anywhere in the world. In November 2018, The Globe and Mail was opening up its Globe2Go product to all subscribers of Globe Unlimited. With this influx of 80,000+ new users expected to use Globe2Go, my responsibility included updating the product page to a responsive design and look at organizing the information architecture of the site.
Business Goals
Retain and improve the experience of existing customers
Showcase the product to attract new customers
Convert Globe Unlimited and Print subscribers to sign up
User Insights
65%
of all traffic is coming from iPads.
50+
is the average age of the user base.
$150k+
is the average income level of the user.
Site Audit
I performed an audit of the information provided on the existing page. I was able to categorize the site into sections and looked at which information could be put together and simplified. After looking at the information on the site and the business goals, it made sense to separate the information to those who are existing subscribers and people who are looking to subscribe.
Design Inspiration
I looked at several different sites to gain some inspirations and to see what the user base is familiar with. Using insights about the user base from The Globe and Mail, I looked at other sites that the same users have experience with. Using this information I was able to start wire framing and gaining inspirations.
The Globe and Mail
I took at the existing The Globe and Mail sites to get a feel of the visual style that users are used to. I wanted to maintain the same visual style as The Globe and Mail. The UI is very square and sectioned so I wanted to carry these elements into our redesign.
Sun Life Financial and BlackRock
I took a look at two companies that advertise on The Globe and Mail. These are product sites and compared to the existing site, the information is presented top-down as opposed to all on one screen. I also see a lifestyle hero image to help sell the brand. I wanted to carry these ideas into our redesign.
National Post ePaper
I also took a look at a competitor's ePaper product and how they sold their product. The company running the reading experience also creates the same experience for National Post. I took a look at what the National Post was offering and what is different from The Globe and Mail. As Globe2Go users also get access to Report on Business and Globe Portfolio magazines, I wanted to make sure to highlight this feature by putting it higher up on the page.
Low Fidelity Prototype
The first thing I did was take most of the existing content and laid it out to support a responsive design. We looked at the prototype internally and wanted to simplify some of the content. We felt that the feature list could be combined. We also wanted a strong hero image and ended up going with a dynamic image of that day’s paper. This was a feature that the old website had but the image was very small. I felt that using a dynamic hero image of that day’s paper gave a sense of the product of having today’s paper right away.
Final Design
After the release of the new site, engagement across the page has gone up 2.5%. View the live site.
