Crossword Meter Messaging

A new strategy for Crossword Subscriptions

Role: UX Design, UI Design, User Research

Platform: iOS, Android, Web

Design Tools: Figma

As part of early exploration into metering access to USA TODAY Crossword, the team conducted user research to understand how players might respond to account creation prompts and paid features. The goal was to gauge user sentiment and identify which features would feel valuable enough to justify either a free account or a paid subscription.

As part of early exploration into metering access to USA TODAY Crossword, the team conducted user research to understand how players might respond to account creation prompts and paid features. The goal was to gauge user sentiment and identify which features would feel valuable enough to justify either a free account or a paid subscription.

Research Objectives

Understand users’ willingness to create a free account to access additional gameplay features.

  • Evaluate perceived value of premium features and willingness to pay.

  • Identify key motivators and blockers that could influence metering and monetization strategies.

Methodology

User testing was conducted with both U.S. and international players. Participants were shown potential feature offerings and asked about their interest in creating an account or paying for access. Feedback included both quantitative responses and qualitative insights.

Key Findings

Willing to Create an Account

Most users expressed openness to creating a free account when access to enhanced features was clearly communicated. Preferences leaned toward functionality that improved gameplay experience and personalization. Some features—while seemingly useful—were met with hesitation due to perceived impact on game integrity or enjoyment.

“The unlimited hints is tempting, but I would prefer not to have it.”

-Crossword Player

“I know there will always be another site where I could play for free.”

-Crossword Player

Final Strategy & Design

By delivering added value through personalization, thoughtful feature framing, and community-driven engagement USA TODAY was able to bridge the gap between player sentiments and boosting business goals for the year. The final strategy offered various levels of play based on the user's level of subscription.

By delivering added value through personalization, thoughtful feature framing, and community-driven engagement USA TODAY was able to bridge the gap between player sentiments and boosting business goals for the year. The final strategy offered various levels of play based on the user's level of subscription.

By delivering added value through personalization, thoughtful feature framing, and community-driven engagement USA TODAY was able to bridge the gap between player sentiments and boosting business goals for the year. The final strategy offered various levels of play based on the user's level of subscription.

Free Unsubscribed Users

Can play the daily puzzle:

  • Ads shown during gameplay

  • No saved progress or stats

  • No access to puzzle archives

Registered Users

Can play the daily puzzle:

  • Can save progress and track stats

  • Can adjust difficulty settings

  • Limited access to past puzzles

  • Ads still shown

Premium Users

Ad-free experience:

  • Unlimited access to puzzle archives

  • Access to hints, reveals, and exclusive puzzle content

  • Enhanced stat tracking and customization options

  • Requires a paid subscription

The meter messaging component was strategically integrated throughout the Crossword experience—from the start screen to mid-game pauses and reward screens. It reminded free and registered users how many games they had left each week and included tooltips to clarify when free plays would reset. The component was added to the USA TODAY design system for consistent, scalable use.

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