What it does
The South China Morning Post (SCMP) app delivers comprehensive news coverage with a primary focus on China, Hong Kong, and the broader Asian region. It provides subscribers with access to breaking news, in-depth analysis, opinion pieces, and exclusive stories. Beyond text articles, the app also features video content, an e-paper edition of the newspaper, and interactive games.
Where it shines
The app excels in offering a rich, multi-format content experience tailored to news enthusiasts. The integration of a 'Listen' feature on articles (03:14) provides an accessible way to consume content on the go. The 'myNews' personalization flow (02:31) allows users to follow granular topics, creating a highly relevant feed from the start. Furthermore, the inclusion of a dedicated 'Games and Puzzles' section (08:12) offers a light-hearted engagement loop that complements the serious nature of the news content.
UX highlights
- Article Carousel: The app uses a horizontal swipe gesture (03:05) to navigate between articles, creating a fluid browsing experience akin to a digital magazine.
- Listen Feature: A prominent 'Listen' button at the top of each article transforms it into an audio experience, complete with playback controls and voice/speed options (03:20).
- Comprehensive Commenting: Users can not only post comments (04:16) but also upvote, edit, and share them, fostering a sense of community around the articles.
- Customizable Top Menu: The app allows users to reorder and hide news categories in the main navigation bar (06:22), giving them direct control over their information architecture.
- Granular Notification Settings: Beyond simple on/off toggles, users can fine-tune alerts for specific categories and types of news like 'Breaking' and 'Exclusive' (11:28).
- Integrated Games: A dedicated games section provides daily puzzles like Word Search (08:15), creating an additional habit-forming loop within the app.
Monetization & growth
Monetization is introduced early in the onboarding with a 7-day free trial offer (00:13). The conversion process is unusually complex, requiring the user to copy a code and paste it into a separate App Store redemption page (00:18), which could be a point of friction. After subscribing, the app immediately pushes for an SCMP.com account creation to link the purchase (00:47), a strategy to unify its user base across platforms. Throughout the app, an 'Upgrade' banner (07:48) promotes the premium 'SCMP Plus' tier, highlighting features like newsletters and special events.
Who it’s for
The app is designed for individuals with a keen interest in news and current events, particularly concerning China, Hong Kong, and Asia. Its deep content library and analytical pieces cater to professionals, academics, and expatriates who need to stay informed on the region. The inclusion of features like the e-paper and granular personalization also appeals to dedicated news consumers who want a tailored, in-depth reading experience.
Notes & opportunities
The app offers a robust set of features, but the user journey has some rough edges. The manual code redemption for the free trial is a major friction point that could be streamlined. The mandatory account creation immediately after subscribing also delays the user from getting to the core content. While personalizing the feed is powerful, the distinction between 'Focus View' and 'myNews' could be explained more clearly to help users make the best choice for their needs.