The magazine subscription application design adopted by Milk Street Magazine suggests that the primary persona (if there was one) was the magazine billing department, not the subscriber. Marketing implicated as well in this case study.
The scenario: I subscribed to Milk Street magazine in March after buying a copy of the print magazine. I followed instructions on the “subscribe” card in the magazine.
With any interaction, designers must present information and actions logically. In this case study, that’s the fail.