VICE+

Project Overview:

VICE+ is an exclusive, members-only platform that offers access to premium global content curated specifically for dedicated readers. The design concept is rooted in creating a definitive guide to what’s really happening around the world, offering a fresh perspective on the issues and stories that matter most. This "refresh" of the VICE brand brings a bold, new vision, while still honoring the rich history and identity of VICE—from its early days to its present evolution.

By housing content from all eras of VICE, VICE+ provides a space where members can engage with in-depth journalism that has always been at the heart of the brand. Whether exploring hard-hitting investigative reports or uncovering untold stories from across the globe, the platform continues to champion authentic, thought-provoking journalism. VICE+ is designed to invite readers on board with this revitalized direction, offering them a dedicated space to stay connected with the pulse of global culture, while reaffirming VICE’s mission to challenge the status quo and support fearless reporting.

Role:

Product Designer

Prototype:

Explore the Figma prototype at your leisure.

Optional: For the full mobile experience download the Figma Mobile app

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The goal of the VICE+ project is to create a premium, members-only platform that delivers exclusive, high-quality global content.

It aims to:

Enhance Engagement: Provide a curated space for in-depth, impactful journalism that resonates with a dedicated audience, encouraging deeper engagement with the brand.

Showcase Premium Content: Offer access to high-value stories, investigative reports, and exclusive features that are not available elsewhere, reinforcing VICE’s commitment to original and provocative storytelling.

Refresh the Brand: Present a modernized vision of the VICE brand while honoring its legacy, blending both historical and contemporary content to appeal to a wide range of readers.

Support Journalism: Continue to uphold and advance VICE’s core mission of supporting fearless and authentic journalism, offering a platform where subscribers can explore comprehensive and thought-provoking content.

Drive Membership Growth: Attract and retain members by providing unique and compelling content experiences that justify the value of a subscription and encourage ongoing support for VICE’s journalistic efforts.

The design approach for VICE+ is centered around creating a visually engaging and user-centric platform that aligns with the project's goals. I collaborated with other designers to brainstorm different approaches for the layout and user journey. We explored how to balance editorial storytelling with practical functionality, ensuring the user could easily toggle between discovering content and managing their account.

A lot of the research was previously conducted with the Audience Development / Growth Marketing teams. We were presented with a deep dive into existing premium content platforms, analyzing what works and where competitors fall short. The research and feedback were crucial in shaping the membership journey, highlighting needs such as easy account access and transparency around member perks.

Here’s a breakdown of the approach:

User-Centric Design: The platform is designed with the user experience in mind, ensuring intuitive navigation and easy access to premium content. The goal is to create a seamless and enjoyable experience that encourages users to explore and engage with the content deeply.

Modern Aesthetic: The design features a modern and sleek aesthetic that reflects the refreshed vision of the VICE brand. This includes a clean, contemporary interface with bold visuals and dynamic layouts that capture the essence of VICE’s innovative and edgy style.

Content Integration: Content is strategically organized and presented in a way that highlights its exclusivity and relevance. This includes clear categorization of articles, videos, and interactive elements, making it easy for users to find and engage with the content that interests them.

Visual Storytelling: Emphasis is placed on visual storytelling through high-quality images, videos, and interactive elements. This approach enhances the immersive experience, making the content more engaging and impactful.

Brand Legacy and Innovation: The design balances VICE’s historical identity with its new direction. This means integrating elements from VICE’s past while introducing modern design trends and technologies that reflect the brand’s evolution.

Responsive and Accessible: The platform is designed to be fully responsive, ensuring that it works seamlessly across different devices and screen sizes. Accessibility considerations are also integral, making sure that the content is available to a diverse audience.

Interactive Features: Interactive elements, such as personalized recommendations and dynamic content sections, are incorporated to enhance user engagement and provide a tailored experience. This helps keep users connected with the content that matters most to them.

Overall, the design approach aims to create a cohesive and compelling platform that not only reflects the new vision of VICE but also enhances the value of the membership by delivering an exceptional and immersive content experience.

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The homepage offers four key sections of exclusive, members-only content:

What’s Happening Around the World: A weekly roundup of global stories that readers may have missed, providing a concise overview of important events and developments.

Spotlight: A curated selection of premium stories from across VICE.com, showcasing some of the most compelling and thought-provoking content on the platform.

Behind the Byline: In-depth conversations with VICE journalists that provide insight into how they cover the stories that matter, offering a behind-the-scenes look at the editorial process.

Screening Room: Exclusive premieres of upcoming shows, documentaries, and news reports, giving members early access to highly anticipated content.

All off-platform social promotions will drive traffic to specific sign-up pages, which will also appear within O&O (Owned & Operated) articles. The design of these sign-up units ensures that readers never have to leave their current page to complete the sign-up process, enhancing user convenience and streamlining the experience.

To maximize acquisition, these promotional placements will be strategically positioned throughout the site, including on the bottom bar, at the end of articles, within a fake gate, on the masthead, and in the navbar, ensuring visibility and easy access to the membership offerings.

The sign-up page user flow includes the following steps and features to create a seamless experience:

Detailed Information on Member Perks: Users are first introduced to the benefits of membership, highlighting exclusive content and features.

Registration Options: Users can easily register using their email and password or sign up through Google, Apple, or Facebook for convenience.

Sign-In Option: For returning users, there is a clear option to sign in to their account.

Step-by-Step Timeline: The registration process is outlined in a clear, multi-step timeline, guiding users through each phase.

Exclusive Newsletter Subscription: An opt-in for the members-only newsletter is auto-checked, keeping users informed on exclusive content.

Additional Newsletter Registration: Users have the option to sign up for other VICE newsletters that may interest them.

Confirmation Page: Upon completion, users are directed to a confirmation page that verifies successful registration.

Continue Reading CTA: A prominent "Continue Reading" button directs new members to the VICE+ section, encouraging immediate engagement with exclusive content.

Account Management: Users are provided with tools to manage their accounts, including subscription preferences and profile settings, for a personalized experience.

The Account Management pages include:

Account Overview (User Profile): Users can update their name and password, and manage account deletion options, with a promotional feature for VICE+ Exclusives.

Emails & Marketing: Users can manage their newsletter subscriptions and marketing preferences.

FAQs: A section for frequently asked questions to assist users with common inquiries and issues.

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Here are several hero design concepts we explored, each emphasizing different aspects such as layout, header placement, and the positioning of subheadings. We also experimented with incorporating video or GIF content in the background to enhance visual engagement and create a dynamic user experience.

The designs aimed to balance these elements effectively, ensuring that the video or GIF complements and enhances the overall design without overwhelming the primary content. Each iteration was crafted to test various configurations and visual hierarchies, seeking the optimal blend of design elements to capture attention and deliver a compelling, interactive hero section.

Final Outcome:

The final product delivered a sleek and modern platform that aligned with VICE’s design standards, while providing a user-friendly experience for managing premium memberships. Users could preview premium content before committing to a membership, enhancing engagement and trust. The intuitive account management section allowed users to easily control their profiles and preferences, while also leaving room for future features like multiple subscription options at different price points, community discussion boards, vote on content or personal Q&A sessions with journalists and more.

The VICE+ platform became a dedicated space where users could access exclusive content without barriers, fostering a deeper connection with VICE’s distinct brand of journalism.

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