A platform for loyalty

The Times
The Times
In 2008 Clock secured a much sought-after bid to build one of the publishing industry's first online consumer loyalty platforms: the Times+ website for News UK (then News International). After a fruitful five years, News UK decided it was time for a revamp - to refresh the design, enhance the usability and bring the technical side of things bang up to date.

User Experience

Our research identified issues with navigation and page formatting, both of which needed to be clearer and more streamlined. There were also additional features that users wanted from the site, such as improved map functionality and enhanced location services. In addition, we aimed to increase retention rates by improving communication between the publisher and users, and adding interactive features.

Technical Infrastructure

We advocated a technical migration from PHP to the highly advanced Node.js, to allow for greater capacity and scalability. In addition, we developed a content management system using Backbone.js to give the Times+ content team almost infinite control over the different website elements.


Our team began working on a fresh and open design, tailored for different devices and linking in with the Times rebranding, as well as the new strapline ‘Events, Offers, Extras’. We also worked on ways to minimize clutter and improve the typography, something users were particularly concerned about.


The loyalty platform has helped The Times helped increase retention rates to 92% amongst active users of the loyalty programme, compared to on 53% amongst non-active users. Coupled with a new site that reduced bounce rate to only 18% and increased dwell time by 40%, the Times+ platform has proven a huge success.

See the site for yourself at: https://www.mytimesplus.co.uk/

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