Beyond the loyal reader: design thinking for newsroom audience growth
As the sole designer, I designed the email wall interface, configured analytics tracking, and analyzed performance data to drive optimizations that resulted in 30% list growth.
Leading newsroom workshops: Building empathy to reach new audiences
(Newsrooms naturally optimize for their existing audience; how this creates a blind spot for acquisition) In recent years, the historically loyal readership base of The Intercept has declined along with a decrease in news consumption across the industry. I have advocated for a cross-team pivot to focus on the reading experience for new users at the top of the funnel.
"Journalists naturally gravitate toward comprehensive, long-form coverage—but new audiences often need shorter entry points and clearer value propositions before they're ready to commit to in-depth reading."
What the data showed: X% of addresses were not new addresses. Users were using the “sign up” field to “sign in”.This converted better across two data points: reduce user confusion (signing in through signup), increase at a glance comprehension of the CTA.