The i Paper subscription module support

Scope of work

  • Subscription module UX and development
  • Design and implementation of pop-ups, ribbons, and banners
  • Site structure and user journeys refinement
  • Custom feature development beyond standard Piano capabilities

Project overview

Environment

piano

Release

2023, 2024

Services

Web development

We collaborate with The i Paper to continually develop their website, focusing on a Subscription Module. Our support includes effective subscription management, site structure refinement, strategic pop-ups, and attention-grabbing banners. By seamlessly integrating these elements, we enhance user engagement and increase conversions on their platform. Our partnership reflects a commitment to enabling The i Paper to deliver journalistic content effectively while optimising the user experience and encouraging significant interactions. We assist in implementing new solutions and ensure the smooth functioning of user accounts.

the client

The i Paper is a digital news platform that provides comprehensive coverage of current affairs, politics, culture, and lifestyle topics. It aims to deliver reliable and engaging journalism to its audience, offering a diverse range of perspectives and insights. The i Paper prides itself on its commitment to delivering high-quality content that informs and educates readers while fostering meaningful discussions on important issues. With a focus on innovation and accessibility, The i Paper continues to evolve as a leading source of news and analysis in the UK.

The iPaper logo

key challenges

System integrationIntegrating the website with Piano.io, a digital experience cloud, to understand and influence customer behaviour effectively, while providing premium subscription capabilities.
Seamless user experienceBalancing complex interactions, pop-ups, ribbons, and responsive screens to ensure a smooth and intuitive user experience.
Pushing boundariesCreating custom solutions beyond Piano.io’s out-of-the-box features to meet the specific client’s needs and enhance the page capabilities.

What we delivered

Subscription module development

We supported the ongoing development of The i Paper’s subscription module in Piano, helping shape how subscription management worked across the site and how users moved through key subscription touchpoints.

Site structure and conversion elements

The work included site-structure refinement, strategic pop-ups, and banners designed to improve engagement and support stronger subscription conversion across the platform.

Custom solutions in Piano

Where needed, we extended beyond Piano’s out-of-the-box capabilities to deliver custom solutions tailored to The i Paper’s specific needs and page requirements.

Ongoing UX and account support

Alongside UX and web-development support, we helped ensure the smooth functioning of user accounts and the wider subscription experience over time.

Outcome and impact






18.5% year-on-year
audience growth

In December 2025, the newsbrand recorded an 18.5%
year-on-year audience increase, with readers spending over 100 million minutes consuming content — up 14.6% month-on-month and 56.6% year-on-year.

We’re proud to support partners whose platforms continue to deliver measurable growth. Our ongoing work has helped strengthen The i Paper’s subscription experience over time, supporting improvements in user engagement, subscription performance, and the overall effectiveness
of the platform.

Laptop displaying a news subscription landing page alongside audience growth and engagement performance results.


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