FT Edit is a curated, mobile-first editorial product from the Financial Times, designed to offer a slower, more intentional news experience through a daily selection of eight handpicked articles. In Q2 2025, we began migrating FT Edit into the main FT iOS app, replacing the standalone version as the primary way to access the product.
The goal was to reduce fragmentation, make app discovery easier, and allow users to subscribe directly within the main app. The challenge was to retain FT Edit’s calm, focused feel while integrating it into a much busier and more complex environment. My role was to shape a smooth and thoughtful user journey that worked across different areas of the app and different subscription states, so that no matter how someone entered the FT ecosystem, they could easily find and use FT Edit.
My Role
I led the UX strategy for the migration, working closely with product and design teams to map out entry points, streamline transitions between apps, and ensure user flows aligned with subscription logic. This included defining user states, access levels, and content journeys based on whether someone was anonymous, registered, subscribed, or in a trial.
I also helped design the migration experience for existing FT Edit users and developed UX requirements to support discoverability, purchase flows, and post-migration retention within the main app..
The Challenge
The main challenge was creating a cohesive, multi-surface experience that could support several distinct user journeys. These included existing FT Edit users moving from the standalone app to the main FT app, new or returning users encountering FT Edit for the first time, and current FT subscribers discovering FT Edit content already included in their plan. We also had to consider users choosing FT Edit as their entry point into a subscription, as well as those navigating the iOS in-app purchase flow, which now included a new annual plan.
The goal was to make each of these journeys feel seamless and intuitive. Entry points needed to be clear, transitions had to feel natural, and the tone and presentation of content had to stay consistent. The experience couldn’t just work across these scenarios—it had to feel intentional and low-friction at every stage.
Understanding the user journey
We began by mapping the end-to-end journey across user types, devices, and surfaces—focusing on key interaction points such as:
App store discovery and download
Standalone-to-main-app redirection
Entry into the FT Edit section inside the main FT app
Preview and access gating for non-subscribers
Conversion through registration or in-app purchase
Ongoing re-entry and usage post-migration
Through early data and usability insights, we found that standalone app users valued simplicity, speed, and a sense of editorial curation. In the main FT app, this meant stripping back visual distractions, preserving navigational flow, and ensuring users always knew where they were and what content was available to them.
We also learned that device expectations mattered: most FT Edit users were mobile-only, and FT subscribers were more likely to switch between mobile and desktop. This influenced how we structured access logic and guided discoverability.
Solution
1. Migrating existing FT Edit users
We designed a one-tap handoff from the standalone FT Edit app to the main FT app, reducing friction and avoiding any app store redirects. The layout within the new FT Edit section closely mirrored the original app, retaining the same structure, content density, and navigation—to ensure the transition felt familiar and minimally disruptive.
2. Preview and conversion logic
For anonymous and registered users, FT Edit now appears in the main app’s navigation. They can browse headlines and read the opening of articles, but are prompted to register or subscribe to continue. This preview-to-conversion flow was designed to feel natural and content-led, encouraging sign-up without blocking users with abrupt gates.
3. In-app purchases and plan flexibility
FT Edit has been added to the product selection screen in the main app, where users can now choose between a monthly subscription or a newly introduced annual plan. I helped define the UX flow that connects product discovery to App Store purchase, making sure users could return smoothly to FT Edit content after checkout.
4. Discoverability for existing FT app users
We surfaced FT Edit through multiple guided entry points, including homepage placements, in-app banners, and topic follow suggestions. This helped introduce the product to users already active within the FT app who might not have been aware of FT Edit’s offering.
5. Continuous engagement post-migration
To maintain momentum after the transition, we mapped out a multi-step engagement journey. This included onboarding nudges, follow-up prompts, and persistent visibility for FT Edit across different areas of the app to keep users returning and engaged.
Concepts & wireframes
User Journeys
Results & Adoption
The integration launched to existing subscribers in April 2025, with the public rollout following soon after. By the end of May, around 28% of FT Edit app subscribers had started using the product within the main FT app. In-app purchases, including the new annual plan, are now live and showing stable performance.
Engagement from registered users and anonymous visitors is growing steadily as FT Edit becomes more visible within the app. We’re actively monitoring the conversion funnel to fine-tune registration prompts and subscription calls to action. Between June 17 and 30, we’ll also be tracking how many users complete the automatic migration of their in-app purchases, and whether this helps improve retention across different user states.
What’s Next
By July 1, we expect the migration to be complete. The remaining work includes:
Finalising the migration of subscriptions from the standalone app to the main FT app
Continuing behavioural onboarding to encourage usage from users who haven’t switched
Improving FT Edit discoverability within the main app for relevant audiences
Monitoring churn, conversion, and engagement signals for both trial users and in-app purchasers