PROBLEM

The Wall Street Journal lacked an evergreen gift shop page. Every year around the holidays, they would launch a campaign bringing users to a very old landing page to purchase a WSJ gift subscription. If the user tried to access it at any other point during the year, they would not be able to find it.

GOAL

The goal of this project was to quickly build a gift shop experience that was modern, user friendly, and easily discoverable for users and launch it in time for the holidays.

METHODOLOGY

I collaborated closely with the customer experience team to analyze the competitive research. We leveraged the existing shop page and purchasing designs, modified them to meet gift purchasing goals, to quickly launch an evergreen gift shop in time for the holidays. My role was lead UX designer for this project. I created the user flows and wireframes provided here.

SOLUTION

An evergreen gift shop that allows users to give the gift of the journal any time of the year. See the live experience below.