The Sydney Morning Herald

What it does

The Sydney Morning Herald app is the official mobile platform for the Australian newspaper. It delivers daily news, in-depth analysis, opinion columns, and feature stories directly to users' devices. The app operates on a freemium model, offering a limited number of free articles before requiring a subscription for unlimited access.

Where it shines

The app excels in providing a clean, focused reading experience. The default dark mode (00:04) is easy on the eyes and makes content the hero. Its approach to monetization is thoughtful, using a metered paywall (01:12) that allows users to sample the content before committing. The personalization feature, "My News" (01:46), is another strength, giving users direct control over their feed with an intuitive drag-and-drop interface (01:52).

UX highlights

Metered Access: The app transparently shows users how many free articles they have left (01:12), which helps manage expectations and demonstrates the value of a subscription.
Clear Visual Hierarchy: The main feed uses strong typography and clear article cards, making it easy to scan headlines and identify topics (00:04).
Intuitive Personalization: The "My News" section (01:49) provides a simple checklist and drag-handle interface for reordering topics, making feed customization fast and effective.
Non-Intrusive CTAs: A sticky "Subscribe" banner (00:28) sometimes appears at the bottom of the screen, keeping the subscription option available without blocking content.
Simple Plan Comparison: The paywall uses a two-tab design (00:15) that makes it easy to toggle between the "Starter" and "Premium" plans and understand their differences.
Effective Data Visualization: Articles often include well-designed tables and graphics, like the supermarket price guide (00:48), to present complex information clearly.

Monetization & growth

The app's primary monetization strategy is its digital subscription. It uses a metered paywall, granting users a few free articles before requiring payment. The paywall screen itself (00:13) presents two distinct tiers, "Starter" and "Premium," with a clear discount offer ("SAVE OVER 50% FOR 3 MONTHS") to create incentive. No free trial is visible, suggesting a focus on direct conversion from engaged readers who have already experienced the content.

Who it’s for

This app is designed for current and potential readers of The Sydney Morning Herald, particularly those living in or interested in news from Australia. It caters to users who value quality journalism and prefer a curated, premium news experience over free, ad-supported alternatives. The customization features also appeal to readers who want to tailor their news consumption to specific interests like politics, business, or sports.

Notes & opportunities

The initial request for notification permissions (00:01) is presented immediately without a warm-up screen explaining the benefits. This could lead to a lower opt-in rate. Adding a brief pre-permission prompt could improve this. Additionally, the free article counter is only visible once an article is opened; displaying this counter on the main feed could make the value proposition of a subscription clearer earlier in the journey.