Company: The Daily Beast
Role: Lead Product Designer
Platforms: Web (desktop & mobile)
Timeline: 2022
Role: Lead Product Designer
Platforms: Web (desktop & mobile)
Timeline: 2022
Summary: Led end-to-end design from concept through launch of The Daily Beast’s subscriber dashboard, a dashboard designed to be a homebase for subscribers with all subscriber offerings and guide registered users to conversion.
Role & Responsibilities:
Led the end-to-end design and strategy of a centralized subscriber dashboard, from research and feature prioritization to wireframes, prototypes, and design system components. Designed for engagement, retention, and conversion, including self-service account management, personalized content access, discovery surfaces, and retention-driven alerts. Collaborated cross-functionally with Growth, Marketing, Subscription, Engineering, and vendors, iterating based on user feedback and performance metrics.
Led the end-to-end design and strategy of a centralized subscriber dashboard, from research and feature prioritization to wireframes, prototypes, and design system components. Designed for engagement, retention, and conversion, including self-service account management, personalized content access, discovery surfaces, and retention-driven alerts. Collaborated cross-functionally with Growth, Marketing, Subscription, Engineering, and vendors, iterating based on user feedback and performance metrics.
Outcome:
Reduced support tickets significantly while increasing account updates and subscription conversions.
Reduced support tickets significantly while increasing account updates and subscription conversions.
Part 1: Research and Trends
I audited the existing logged-in membership experience to uncover usability gaps, performance issues, drop-offs, and support pain points, while analyzing user data to pinpoint areas of confusion and frustration. I conducted competitive research to identify industry trends and best practices, discovering that dashboards offering account preferences and subscriber-only content were standard. Based on these insights, I prioritized features from most to least important to guide the design and ensure the dashboard addressed key user needs.
I audited the existing logged-in membership experience to uncover usability gaps, performance issues, drop-offs, and support pain points, while analyzing user data to pinpoint areas of confusion and frustration. I conducted competitive research to identify industry trends and best practices, discovering that dashboards offering account preferences and subscriber-only content were standard. Based on these insights, I prioritized features from most to least important to guide the design and ensure the dashboard addressed key user needs.
Part 2: Wire Recommendations
Based on research and prioritized features, I created mobile and web wireframes for the dashboard, incorporating an easy-access sidebar menu to highlight personalization and simplify account editing.
Based on research and prioritized features, I created mobile and web wireframes for the dashboard, incorporating an easy-access sidebar menu to highlight personalization and simplify account editing.
Part 3: User Journeys
These images show user flows for key user types including subscribers, registered non-subscribers, access pass users, and users who need account updates such as an expiring credit card. The dashboard features a dynamic alert system tailored to each user type, with content gated by access level. For example, subscribers can access all dashboard benefits, including subscriber-only podcasts and newsletters.
These images show user flows for key user types including subscribers, registered non-subscribers, access pass users, and users who need account updates such as an expiring credit card. The dashboard features a dynamic alert system tailored to each user type, with content gated by access level. For example, subscribers can access all dashboard benefits, including subscriber-only podcasts and newsletters.
Part 4: Hi-Fi Designs and Prototypes
High-fidelity designs and prototypes were iteratively shared with stakeholders, refining the experience based on feedback. The homepage highlights subscriber-only content and key benefits, while a persistent sidebar enables seamless navigation across account features. The newsletter page, one of many on the dashboard, emphasizes personalization, allowing users to view and manage their subscriptions easily.
High-fidelity designs and prototypes were iteratively shared with stakeholders, refining the experience based on feedback. The homepage highlights subscriber-only content and key benefits, while a persistent sidebar enables seamless navigation across account features. The newsletter page, one of many on the dashboard, emphasizes personalization, allowing users to view and manage their subscriptions easily.
