Promoting credit cards while maintaining editorial integrity
NextAdvisor, a financial news and education partner of Time magazine, wanted to promote credit card offers on their site. Because the Time brand prioritizes editorial integrity above everything else, this posed a unique challenge for my team. How do we monetize these pages while still committing to editorial integrity?
My Role:
Lead designer
Team:
1 Designer, 1 Writer, 2 Engineers
Duration:
2 months
Business goal
The NextAdvisor team was interested in monetizing credit card offers on their website but were concerned with how that might affect the editorial integrity of the parent brand Time. After brainstorming ideas with the team, we came up with a solution that balanced product details with editorial reviews of each product.
View siteReview competitors
The project began by doing an audit of other sites that were doing similar things, including our owned and operated marketplaces. This exercise helped us se what competitors were doing and how we could replicate in places that made sense and differentiate to help elevate the NextAdvisor brand as something unique.
Taking what works and changing it
For NextAdvisor, the team wanted to use best practices when it came to displaying product tiles, however these tiles that we had on our other marketplace sites were highly transactional and didn't do a good job of blending in editorial content. So, we took what we knew was already working and reworked the structure to highlight the editor's opinions about each card.
Adding user focused features that improve SEO
Based on best practices and feedback from users, we incorporated additional page features that would make the shopping experience quicker and easier for those users who might not want to read through the entire page.
