Account Management

***

Overview

Some of the biggest complaints we’ve heard from customers have revolved around account management. The feedback revealed subscribers struggled to make routine updates to their accounts online. The UX team was tasked with learning why, and to work with the Subscription & Data Product (SDP) team to improve our account management experience.

Objective

We needed to redesign our account management system to allow customers to more easily manage their subscriptions online.

My role

We initially focused on the user flows which received the highest number of complaints: link a print account to a digital one, sign up for automatic payments, change delivery address, manage vacation holds, and access billing history.

We used the moderated test as a baseline to validate if our changes improved things for the customer. In one of our first tests, the copy and navigation updates helped users find the pause delivery link 100% faster and the billing history link 200%+ faster. Each unmoderated test was small — typically 5-8 users — allowing us to quickly observe what needed improvements in the next round of iterations.

Outcome

The redesigned account management system deployed to 200+ local markets, providing a unified customer experience.