PROBLEM

The old customer center was confusing to use and users were more often calling customer service instead of using the customer center for most of their account changes. We also lacked a centralized place where members could go manage their personalized content.

GOAL

The goal for this project was to create a membership area for Wall Street Journal members to go manage anything having to do with their account from subscription details, to personalized content. We aimed to increase self help, reduce phone calls to customer service, and increase engagement on the site.

METHODOLOGY

My role for this project was mainly information architecture (attached here) and figuring out user flows. Being an old company, we have many complex backend systems to work with. It was a challenge to design for all of the various technical limitations and to make sure they don’t bleed to our customers. I worked closely with the engineers to make our systems work to best accomplish our user needs.

SOLUTION

The first version of membership hub was just launched as a test late October! So far the results look promising in accomplishing our goals of reducing customer service calls. Stay tuned for updated stats.