The Telegraph Puzzle website

My role: Product Designer

Timeframe: 2 months


Our stakeholders asked my team to redesign the Telegraph puzzle website to make the experience more consistent in order to become a solid part of the overall Telegraph subscription package. The main objective was to improve the subscriptions offering and to reduce churn. Tablet and mobile users were redically increasing and the Customer Support team had to deal everyday with a significant number of complains from existing users because the website was not responsive.

The main goal was to retain old users and acquire new subcribers building a new, modern and responsive website to improve the gaming experience.

Design and research activities

  1. We gathered feedback on the current Puzzles experience to understand pain points
  2. We did research to find out what people enjoy, what games they like, how we can improve the experience
  3. We looked at competitor Puzzles websites to gain inspiration/ideas, through user research and landscape review
  4. We organised workshop activities to align stakeholders

What we delivered

  1. Flows and new proposals that was tested
  2. Findings from user testing with users
  3. Modern UI with a new look and feel, optimised for viewing on mobile devices and tablets
  4. Improved leaderboards and sharing experience between players

Users and Personas

Our users are Telegraph subscribers from 36 to 70 years old.

The main Puzzle persona is a subscriber and frequent user of the edition

User experience and flows Before to start designing we had to collect data and details on the games of the current experience to improve how these are served.

We restructured pages, navigation and flows so that they are responsive.

Components We designed a new modern UI and various components to be re-used across the platform. The look and feel was tested with the users and presented to senior stakeholders.

Example of a flow
UI and components

Live version

Live website


The design team supported the dev team during the built and the website went live on November 2018 with positive feedback among the users.

You can check how the website looks like today here.