Check out

Redesigning the Dallas Morning News check out experience.

Mockup of select your plan page

Summary

Following a significant rebranding effort, Dallas Morning News found it imperative to revisit and transform its check out process. The purpose was to harmonize the registration experience with the freshly defined brand identity, ensuring a cohesive and engaging interaction for its users.

Info

Client / Dallas Morning News

Role / UI Designer

Duration / 1 month

Project Type / Web Browser Responsive

Tools / Sketch, Zeplin

Research and Analysis

Every successful project starts with solid research. I conducted a detailed analysis of the company’s existing checkout process to identify pain points and areas for improvement.

Whiteboard userflow

Major Findings

📍 Location-based offers The system uses your location to display only subscriptions available in your area.

🪗 Accordion sign-up steps The lack of visible content gives the impression of no valuable information on the page, leading users to abandon it.

🐌 Long check out process A lengthy checkout process with multiple popups resulted in low conversion rates.

Old Dallas News subscribe page 
WIREFRAMING

Improving the Sign-Up & Checkout Experience

To make subscribing easier and more engaging, I worked with a UX designer to update the checkout flow. Together, we designed wireframes to:

✅ Help users compare plans at a glance
✅ Highlight key features of each offer
✅ Streamline the checkout process for a smoother experience

The goal was to create a simple, user-friendly journey that guides customers from selection to purchase with ease.

Select your terms wireframe

Users can easily choose the right subscription plan with clear pricing options that simplify decision-making.

Feature comparison wireframe

A side-by-side comparison allows users to quickly see the differences between plans and understand what each offer includes.

Checkout wireframe

The redesigned checkout flow guides users through each step, making the subscription process faster and more seamless.

Making the UI Updates

To ensure a consistent and polished look, I used templates and clear guidelines to align the UI with the new brand identity.

Template tiles
I created flexible, branded tiles that automatically adjust based on the user’s location and delivery preferences.

view_sidebar

New brand UI guidelines
Additionally, I also established clear rules for colors, fonts, and design elements to keep future updates consistent and visually cohesive.

imagesearch_roller
New UI for Choose Your Subscription page

Small Changes, Big Impact

Subtle improvements made the check-out process faster, easier, and more user-friendly without users even realizing it.

Simplified steps
No more accordions meant less steps for users to check out, which meant faster acquisition rates.

steppers

Smart email detection
When users entered their email, the system automatically checks for existing accounts and filled in known details.

mail

Auto-detect credit card type
As soon as users typed their card number, the system instantly recognized if it was a Visa, Mastercard, or AMEX for smoother input.

credit_card
New UI for Check Out page

Reusable UI components

Something about creating components that are reusable across the experience.

Reusable patterns

Results

The Dallas Morning News sign-up flow redesign successfully achieved its goal, delivering a user-friendly and visually appealing onboarding experience aligned with new brand guidelines. It reflects the organization's identity and caters to diverse user needs. Continuous monitoring and user feedback will further refine and optimize the sign-up flow based on evolving preferences and industry trends.

Enrollment increased by 12%
Increase in the number of successful registrations within one year.

Positive feedback
User feedback indicated a positive response to the improved user experience and alignment with the brand identity.

Reduce drop-off
Analytics showed a reduction in drop-off rates during the registration process.