New Scientist Website Problem Description: New Scientist website not selling target amount of subscriptions across entire product portfolio (print, app, web) despite a growing website audience Impact/Scale/Cost of the problem: 2k less orders – 260k Y1 value with impact through next 3 years; cost implications to hit profitability targets Who bears the burden of the problem: Marketing; Publishing; Web development; Digital production; Product management; Editorial Market changesPricingUX form completion Measurement/ Target expectations Marketing channel effectiveness Digital value proposition Mobile UX Traffic sources User engagement/ UX Forms not easy to complete Does not overcome customer objections Too many steps Disconnect in e-comer with QSS Product access instant Too many choices/ unclear path for decision making QSS site change has been to match black logo and navigation on acquisitions, mobile optimize form; no changes have been made on My Account January – QSS next generation e-commerce site Offer term length Monthly vs. quarterly vs. annual Single issue vs. subscription value Customer tendency to pay more for less increasing Pricing is the same YOY in core markets, 6 month prices introduced in US and ROW Magazines decreasing in popularity App & web not a print replacement Consumer spending habit changes Global economic forces Delayed Christmas shopping Reading behaviour different Market changes – consistent confounder; Pattern in print buying YOY has increased- digital subscription deficit Rewarding loyalty Messaging not clear Process does not meet expectations Smart, analytical, rational value Lots of free content – not needed Mobile usage on the web vs. app usage Digital valued less than print Digital product NPS scores Digital product development roadmap Digital product NPS scores and retention rates very low; Website is mobile optimized so there is less of a USP Lower awareness prior to buying Brand awareness low Audience targeting could improve Digital channels not as impactful channel reliance Multichannel mix needs adjusting Low use of demographic Marketing attribution is inaccurate Unclear impacts of non-digital promotions Customer service not taking enough orders Targets set inaccurately Website not reflective of overall order taking capabilities Website is main driver behind new acquisitions – there is lower awareness, engagement and conversion online Multiple measurement systems in place (Adobe, Google, QSS) to measure effectiveness show same trend Team leadership/ management No clear leader/ problem and solution owner Lack of clear priorities Lack of communication Unclear alignment of actions to business objectives Resource efficiency Problem ownership translated into JIRA ticket actions 77 tickets in Live Development; 44 high priority as of Dec 8th Digital production process - editorial Content updated in 2 CMS systems Tagging efficiencies not implemented – manual Process efficiency – restrictions of systems updates – requires manual or dev fixes Buying habits different on mobile Forms more difficult Different intrinsic behaviour for reading Mobile conversion rates increased X YOY Typed/ bookmarked – less awareness RSS feeds Search traffic Social media Paid Search Offline channels Not tracked 404 errors Page views/ visit Time on site Bounce rate Relevant articles Relevant breadcrumbs Site Search Topic Guides Special Pages Subscription message reinforcement New vs. Returning visitors Access and entitlement issues – Remember me, address formatting, VIPER multiple users Digital production process - app App feeds reliant upon website resources Process efficiency Customer changing Audience demographic changing based on how they perceive the website for them Known issues with RSS feeds, search traffic Known issues with 404 errors, usability on search, relevant articles, subscriptions internal message

Summary Cause Solution 2  Team leadership/ management  Digital product value proposition  Marketing channel effectiveness – limited to website  Traffic sources  User engagement  ?  Customer insight project – promotion of other products  Web work – improve single article template  Web work – RSS, Search  User engagement – article template