Gifting & Family Plan Subscription Offer

The FT currently has 11 different subscription plans available to users. 9 of these plans are for single users, whilst the 2 plans are for multiple users (FT Professional and FT Education). However, despite the number of plans already on offer. there were still gaps in the subscription offer that presented the FT with opportunities for further growth.

This issue is especially notable in for their University subscriptions. Students enjoy access whilst at university. However, upon graduation and departure from university - their access to FT terminates. We needed to find potential solutions for graduates to continue using the FT whilst progressing into their professional careers.

Having conducted a competitor audit, it was noted that Gift subscriptions and Family subscription plans already enjoy success with some of the world's most successful news and media outlets. This also presented the FT with a potential solution to plugging the Graduate 'drop-off' issue.

Gifting has obvious benefits - enabling anyone to purchase a subscription for a friend or family member. Whilst family subscriptions enables parents to include their children or other family members. This is particularly useful to recent graduates who need support whilst entering the job market.

Using existing components, I created a UX journey for both Gifting and Family Plan propositions. This opens up a whole new revenue stream to potential subscribers who have been previously been known FT users, and new users to the FT experience.

Whilst the plan for both subscription models will be made available in due course, this discovery work also surfaced an additional challenge. This challenge is one of 'price positioning' of these new subscription types into an already well-established subscription model.