The O Popular is a newspaper over 80 years old and is part of the portfolio of one of the largest Communication Groups in Brazil, the Jaime Camara Group.
Boosting conversions of a long-established newspaper website
The shift from print to digital had a huge impact on the editorial market, and O Popular had to undergo a digital transformation to boost conversions and expand revenue.
- Convert more visitors to subscribers
- Increase revenue through online advertising
- Enable more visual editorial versatility
By taking advantage of the large amounts of usage data collected in the product to perform quantitative data analysis, we were able to achieve outstanding results. We were also able to establish a foundational design system that sparked a new era within the organization.
I oversaw the project from start to finish, leading a team of three designers in a squad made of four engineers, one data analyst, and one product manager.
Lead Product Designer
- Visual Design
- Design System
Boost in subscription sales
Establishment of a foundational design system
We worked together on the delivery of O Popular, a major news website, with outstanding results. I recommend Breno as an astute and hardworking professional.Arenusa Goulart, Product Director
Cluttered Navigation Bar
User retention strategies
KEY SOLUTION ELEMENTS
Improved Visual Hierarchy
Conversion Rate Optimisation
The conversion funnel analysis indicated that the average session time was outstandingly high, making conversion rates low to non-existent. Our challenge, then, was to create a seamless online checkout experience.
We identified 18 product combinations that made the check-out process take up to seven steps.
- 7-step process
- 18 product combinations
- High bounce rates & average session time
The Paradox of Choice
Inspired by the book The Paradox of Choice by Barry Schwartz, our hypothesis was this huge number of decisions was confusing the users, leading to high bounce rates and lengthy session times.
Based on the most popular plans chosen by subscribers, we narrowed down the options to only three. By doing this, the buying process was reduced by around half of the original steps.
Testing the solution
We built a low-fidelity prototype and quickly tested it with five users who were asked to complete the subscription-buying process.
Through user testing, we found that there was potentially misleading information regarding the pricing. Adequate visual weight was added to these bits of information to avoid any misunderstanding. The efficacy of this new check-out flow was confirmed.