I created a variety of Member and Subscriber profiles at different price points, and each with different activity levels (some included purchases of partner products such as Event and Masterclasses). Some profiles were both Members and Subscribers, as I wanted to find out whether these customers were identified and treated any differently.

I documented the signup and purchase journeys, and then monitored all subsequent online and offline communications received by customers over the course 11 weeks, giving an accurate illustration of welcome and in-life experiences, as well recording all cross-sell or up-sell communications sent by The Guardian or their partners.

Some of the customer profiles were required to cancel at certain points, as cancellations were highlighted as a major customer issue. The process was reviewed across digital and offline channels.