Ryan Klein

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Ryan Klein

Work

Experience

Leadership

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Get in Touch

Ryan Klein

Work

Experience

Leadership

FAQ

Get in Touch

Design for Subscription Growth

Morningstar.com, the company's retail web platform, faced challenges converting visitors to premium subscribers due to unclear communication of the value behind its proprietary research. The updated design prioritized demonstrating the benefits of premium data, helping investors recognize the potential of insights to inform their investment decisions.

Company

Company

Morningstar

Team

Team

Morningstar.com - Retail

Project Timeline

Project Timeline

10 weeks

Subscription Trial Incease

58%

Revenue

Revenue

$750K

Average Monthly Users

Average Monthly Users

3.2M

Challenge

Visitors to Morningstar.com had difficulty understanding the value of the company’s approach to data and commentary in relation to their investment decisions. The design assumed users were familiar with how investments are measured and evaluated, which left many confused and unable to recognize the worth of proprietary research.

Methods

Developed wireframes, conducted A/B tests, and analyzed branded asset iconography.

Results

The integration of on screen educational elements with concise, engaging copy guided users to recognize the value of premium data. Calls to action for sign ups were positioned near relevant content, resulting in a significant increase in subscription trials and a threefold rise in conversions, despite a decrease in page views.

Legacy Approach

The "Premium" markings overlaying data failed to effectively communicate the value behind the paywall. Without clear descriptions highlighting the impact of ratings, data elements, and analyst commentary on investment coverage, users often struggled to see their significance, leading to abandoned sign-ups.

Refined Solution

Supporting Morningstar’s investment evaluation are the key pillars of People, Process, and Parent, which form the foundation of a firm’s offering. Inspired by the pillars of ancient Greece, a scaffolding framework was created to guide both design and content. Modeled as a responsive iframe, various ad types and placements were intentionally excluded from the scope.

Supporting Morningstar’s investment evaluation are the key pillars of People, Process, and Parent, which form the foundation of a firm’s offering. Inspired by the pillars of ancient Greece, a scaffolding framework was created to guide both design and content. Modeled as a responsive iframe, various ad types and placements were intentionally excluded from the scope.

Collaborating with teams across marketing, customer education, and retail led to the exploration of iconography iterations that aligned with Morningstar’s premium data branding. This work was part of a broader, multi-year initiative to refresh the web experience, incorporating updated typography, color schemes, and asset marks across all pages. Additionally, more distinct calls to action were introduced to encourage sign-ups, with a focus on driving conversions.

Collaborating with teams across marketing, customer education, and retail led to the exploration of iconography iterations that aligned with Morningstar’s premium data branding. This work was part of a broader, multi-year initiative to refresh the web experience, incorporating updated typography, color schemes, and asset marks across all pages. Additionally, more distinct calls to action were introduced to encourage sign-ups, with a focus on driving conversions.

After several iterations of brand visualization and tech stacks since the release, the foundational structure and overall feel have remained consistent, with the original design concept continuing to influence the value of data in a paid experience. This enduring approach has contributed to a healthy conversion rate for sign-ups, demonstrating the lasting impact of the work and its ability to resonate with users over time.

After several iterations of brand visualization and tech stacks since the release, the foundational structure and overall feel have remained consistent, with the original design concept continuing to influence the value of data in a paid experience. This enduring approach has contributed to a healthy conversion rate for sign-ups, demonstrating the lasting impact of the work and its ability to resonate with users over time.

Conclusion

Users recognized the value of proprietary data through an educational display, leading to a 290% increase in paid user sign ups and $750K in realized revenue. The company’s retail web presence remains its front door, serving as a financial news site and a one-stop shop for commentary and packaged data. This strategy is aimed at guiding users toward more sophisticated financial modeling products. The marketing efforts behind these initiatives are continually evolving to meet the diverse needs of the investor base.

Reach out and touch face.
Let's start the conversation.

Ryan Klein

Reach out and touch face. Let's start the conversation.

Ryan Klein

Reach out and touch face.
Let's start the conversation.

Ryan Klein