The Guardian: Guardian Soulmates

  • Baibin Downey-Orr
To experiment with different ways of displaying information on the Guardian Soulmates website, for A/B testing. The aim was to increase the number of paid subscribers.
On the homepage I played around with different ways of displaying the success rate of the service for example using icons, infographics, or statement text.
I created different ways of displaying Call To Actions across the site to see which style was most successful.
On the profile page I  designed 2 different options that  displayed the users personal information and images in different ways. The aim was to make users see enough information about a potential match that they are intrigued and want to find out more, but hide enough behind a pay wall to incentivise people joining the service as a paid member to view the whole profile.


  • Zone logo


    • Publishing