National Geographic has been telling travel stories since 1888. Through print and digital, every year they take more than 6 million people on a journey to discover amazing places and experience the power of nature. Our goal was to make that journey even more accessible.

Challenge

Reinvent a subscription management system for over 6 million users.
Connect the new interface with a custom-made ERP platform.
Modernize the legacy software and handle extensive tech debt.

Solution

Completely reinvented magazine subscription system, optimized for funnel conversions.

It was a game-changing experience for National Geographic to work with Brainhub in a truly lean approach.

Luke Glombicki, Online Manager at National Geographic

Identifing value

Based on both business and technical factors, we decided to scrap the legacy system and start with a clean slate. This allowed us to completely reinvent the subscription sales process, including the interface and the backend.

We picked a scalable tech stack tailored to the product: React and Node.js.

Designing interfaces

Following the research, we designed a new modern and user-friendly interface.

Development & integration with the platform

We created a separate service that provided the new interface and served as an intermediary between the user and the old platform.

Reception

The new reinvented magazine subscription system, optimized for funnel conversions, has been embraced by the users. In just one month after the release National Geographic saw its first business results, including a 21% monthly increase in new users and over 30% growth in revenue.