Creating a subscription flow that drove record highs for the world's oldest magazine.

The Challenge

• The oldest running magazine in the world needed a flow for their gifting feature for the busiest time of the year for gifts: the holiday season.
• The PRD was simple: move users smoothly through the subscription flow while clearly communicating the value and payment options of each offer.

The Solution

I took the UX work the Spectator team had already completed and translated it into high-fidelity, fully annotated Figma designs that were ready for developer handoff.

The Process

The team began by creating user flows. I wasn't involved in this stage, but the flows were a key artefact for understanding the signed-off user experience and the constraints I needed to design within.

Wireframes

This is where collaboration began. We started wireframing the experience to clarify what we wanted the UI to look and feel like, without yet focusing on brand identity. This helped us align early and commit to a clear direction for layout and interaction.

UI Design

This is where I led the design effort, evolving the wireframes into high-fidelity screens that expressed the final vision for the UI and all its key states.

The Outcome?

The Spectator hit record subscription highs after this flow went live: results significant enough that the magazine wrote about them in its own pages, noting more paying subscribers than at any point in its 198-year history. It was especially satisfying to see this project among the work behind that milestone.