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Practice Creating a Paywall

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Introducing the Practice

2:00 with Nick Pettit

Let's say that you work for a news website. Journalism is a tough business, and while you have a loyal audience and lots of traffic, the ads on your site just aren't earning enough money. You decide that you're going to remove the ads and create a $2 per week subscription.

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    [MUSIC] 0:00
    [SOUND] Hi, I'm Nick. 0:08
    In this practice session, 0:10
    you're going to get some practice prototyping user experiences. 0:11
    I'll present you with a problem and 0:15
    I encourage you to see if you can work it out on your own before moving on. 0:17
    Let's say that you work for a news website. 0:22
    Journalism is a tough business, and while you have a loyal audience and 0:25
    lots of traffic, the ads on your site just aren't earning enough money. 0:30
    You decide that you're going to remove the ads and create a $2 per week subscription. 0:34
    Let me show you what an article might look like. 0:41
    So here's the latest article from the news website about an athletic kitten. 0:45
    I have include the first paragraph of the article here, and 0:51
    the rest is just placeholder text. 0:56
    The editor in chief has told you that site visitors without 0:59
    a subscription should be able to read the title of an article, 1:03
    and that's right here, along with the first paragraph. 1:08
    But then, they need to pay to read the rest. 1:12
    So, at that point, you need to present them with the option to sign up for 1:15
    the $2 per week subscription, where they'll get access to add-free reading and 1:19
    some exclusive member content, such as this article. 1:26
    Subscriptions can be canceled at any time. 1:30
    Part of UX is influencing, persuading and 1:34
    guiding users toward the actions you want them to take. 1:38
    The news website needs more revenue, so you need to sell the readers a little 1:43
    bit and guide them toward signing up for a subscription. 1:48
    What kind of language might get you to sign up? 1:51
    Try to figure this out on your own and 1:55
    then take a look at the solution that I came up with. 1:56

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