Case Study: The Economist

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The Economist is an English-language weekly magazine-format newspaper owned by the Economist Group and edited at offices in London. In 2017 its average weekly circulation was just over 1.5 million, about half of which were sold in the United States.

The Problem

With subscriptions being at the core of the Economist business model but facing a high churn, we were approached to help find ways to improve the experience for customers as they approach payments during their subscription timeline.

What We Did

We designed and facilitated a hands-on experience mapping process that brought in all parts of the business not just the design team, including the Head of Strategic Product Development and VP of Product and Reader Strategy; working in two teams to analyse and map the existing experience and plan the desired future state and long-term product roadmap.

8

Weeks

working with The Economist team.

6

Sessions

to identify the issue and provide our plan.

2

Months

after our plan started to take effect.

27%

More

subscribers kept their ongoing plan.

I run fortune500 company and only work with EH for corporate training.

Executive Name | CFO, The Economist

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