Informing Digital
Puzzles Strategy

The Insight Challenge

News UK needed to understand how to evolve The Sun’s puzzles to boost audience and engagement - identifying what drives habitual play, registration and willingness to pay. With a Puzzles roadmap in development, the challenge was to uncover audience needs, behaviours and value perceptions - and translate these into a compelling product, UX and commercial strategy.

The project we crafted

A comprehensive, mixed-method research programme delivered at pace to uncover the drivers of puzzle engagement, registration and paid conversion - and to guide the development of The Sun’s Puzzles proposition.

  • A two-phase programme combining an online insight community with a large-scale quantitative survey

  • Defined key puzzle player segments, behaviours and engagement journeys

  • Applied the Switching Forces model to uncover drivers of registration and paid conversion

  • Tested and prioritised features, mechanics and propositions to inform Puzzles 2.0

Outcomes

Clear direction for Puzzles product, UX and monetisation strategy including the features and moments most likely to drive registration and subscription

Actionable guidance on value exchange, pricing and conversion journeys