{"id":2495,"date":"2024-09-10T16:55:52","date_gmt":"2024-09-10T16:55:52","guid":{"rendered":"https:\/\/krakar.net\/?post_type=hervin_portfolio&p=2495"},"modified":"2026-02-23T16:45:22","modified_gmt":"2026-02-23T16:45:22","slug":"pj-the-courier","status":"publish","type":"hervin_portfolio","link":"https:\/\/www.krakar.net\/?hervin_portfolio=pj-the-courier","title":{"rendered":"P&J\/The Courier"},"content":{"rendered":"\n
<\/div>\n\n\n\n
\n
\n
Brand Strategy<\/h6>\n\n\n\n
Product design<\/h6>\n\n\n\n
Stakeholder management<\/h6>\n\n\n\n
Marketing<\/h6>\n\n\n\n
Commercial strategy<\/h6>\n\n\n\n

<\/p>\n\n\n\n

Client DCThomson – P&J and The Courier <\/p>\n<\/div>\n\n\n\n

\n

I led the digital transformation of the Courier and Press and Journal regional papers that serve central eastern and northeastern Scotland.<\/h3>\n<\/div>\n<\/div>\n\n\n\n
\"\"<\/figure>
\n
\n

<\/span><\/span>40,000 daily readers<\/strong><\/h1>\n<\/blockquote>\n<\/div><\/div>\n\n\n\n
<\/div>\n\n\n\n
\"\"<\/figure>
\n
\n

<\/span><\/span>Weekly sales increase 500%<\/strong><\/h1>\n<\/blockquote>\n<\/div><\/div>\n\n\n\n
<\/div>\n\n\n\n
\"\"<\/figure>
\n
\n

<\/span><\/span>Yearly subs increase 14.4%<\/strong><\/h1>\n<\/blockquote>\n<\/div><\/div>\n\n\n\n
<\/div>\n\n\n\n
\n
\n
\n

The first task – Map the existing experience <\/strong><\/p>\n\n\n\n

Mapping the legacy experience to identify challenges across the entire user journey<\/p>\n<\/div><\/div>\n<\/div>

\"\"<\/figure><\/div>\n\n\n\n
\"\"<\/figure>
\n
\n

Challenges were identified across the entire user journey<\/strong><\/p>\n<\/div><\/div>\n<\/div><\/div>\n<\/div>\n\n\n\n

The map was digitised and presented back to the business to capture all challenges<\/h3>\n\n\n\n
<\/div>\n\n\n\n
\"\"<\/figure>\n\n\n\n
\"\"<\/figure>\n\n\n\n

<\/p>\n\n\n\n

<\/div>\n\n\n\n

<\/p>\n\n\n\n

Once all feedback was captured a new version of the experience was created. The new happy path incorporated all enhancements features and upgrades which delivered business and customer objectives.<\/h2>\n\n\n\n
<\/div>\n\n\n\n
\n
\n
\n
\n
\"\"<\/figure><\/div><\/div>\n<\/div>\n\n\n\n
<\/div>\n<\/div>\n<\/div>\n\n\n\n

Based on business value, the commercial flow was agreed upon as the main focus of transformation. The work began with a thorough best-in-class investigation<\/strong><\/strong><\/h2>\n\n\n\n
<\/div>\n\n\n\n
\n
\"\"<\/figure>\n<\/div>\n\n\n\n

Combining user insights <\/strong>from Hook research, best-in-class design, strategy, and cross business input a range of CTAs were developed and mapped to the existing flow. <\/h2>\n\n\n\n
<\/div>\n\n\n\n
\n
\"\"<\/figure>\n\n\n\n
\"\"<\/figure>\n<\/figure>\n\n\n\n

Flows were created with varying degrees of user friction<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n
<\/div>\n\n\n\n

Test flow – 2 iterations<\/h2>\n\n\n\n
<\/div>\n\n\n\n
\n