HEADLINES
WASHINGTON POST
A Case Study In Improving The "My Post" Tab
THE PROBLEM
RETAINING EXISTING CUSTOMERS
Ensuring the retention of existing customers is crucial for The Washington Post's survival.
To enhance the customer experience, they must redirect their efforts towards delivering better-tailored content on their "My Post" mobile tab.
The Washington Post has over 3 million paying subscribers. However, recent trends in reader behavior have illuminated a significant shift, particularly among younger demographics. While the publication's subscriber count remains robust, there's a growing concern over the emergence of "side door channels" through which younger readers seek their news. This trend is largely attributed to the presence of paywalls, which serve as a deterrent for new users seeking access to premium content.
In response to this evolving landscape, The Washington Post recognizes the importance of focusing on retaining its existing customer base. One key strategy in this endeavor is the continued emphasis on curated content. By delivering personalized and engaging content experiences to their subscribers, the publication aims to deepen their connection with readers and reinforce the value proposition of a subscription. In doing so, they hope to not only retain their current subscribers but also attract new ones who are enticed by the prospect of curated and tailored news experiences.
TIMELINE
3 Weeks
DELIVERABLES
App Prototype
TOOLS
Figma
Google Docs
Google Forms
Google Slides
Mural
Trello
MY ROLE
UX/UI Designer
I conducted secondary research, surveys, and engaged in various ideation methods. Following this, I created a clickable prototype, conducted user testing, and iterated on the prototype based on the received feedback.
THE PROCESS
WEEK 1
WEEK 2
WEEK 3
UNDERSTAND
Secondary Research
News Survey
Usability Testing
Brainstorm POV
IDEATE
Crazy 10s
Storyboarding
PROTOTYPE
Mid-Fi Prototype
Usability Testing
DEFINE
HMW Statements
Persona
Journey Map
Problem Statement
DECIDE
Sketching
VALIDATE
Hi-Fi Prototype
Usability Testing
Lessons Learned
UNDERSTANDING THE USER
SECONDARY RESEARCH
My objective in conducting secondary research was to uncover the strategies utilized by news outlets to engage young readers and attract new subscribers.
I sought to gain a deeper understanding of both our current paywall system and those of our competitors.
Additionally, I aimed to evaluate the user interface of our app and how effectively it showcases personalized user content.
Method
Gather Google search statistics from reputable sources.
Conduct a competitive analysis of online news outlets.
Takeaways
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News consumption is high.
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Mistrust and misinformation is an issue.
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Majority of Gen Z find news on Social media.
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Digital fatigue and self-monitoring is prevalent for younger readers.
NEWS SURVEYS
My goals were to learn about how people consume news, compare user assumptions using survey results, and identify different types of users to better understand their needs.
Method
Emailed Thirty-eight (38) participants to take news consumption survey (16 paid subscribers and 22 non-subscribers). Each identified what methods they use in finding news articles and their participation with news subscription services.
Takeaways
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Users consume news on a daily basis on their mobile phone.
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The majority of non-subscribers believe that news should be free, followed by a large number of participants willing to pay up to $4.99 monthly.
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Paid Subscribers of newspaper outlets (Washington Post, NYT) view their reporting highly credible and see value in supporting their services.
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Majority of Paid Users felt articles were not personalized or catered to them.
USABILITY TESTING INTERVIEWS
I aimed to understand users' needs and daily habits with the current news app by observing their browsing behaviors and content preferences on their phones.
Method
Conducted three (3) user interviews of paying subscribers from News Survey (Washington Post, New York Times, and Apple News+). Each participate shared their screen and spoke their thought process aloud over recorded session.
Takeaways
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Politics and Current Events are top priority.
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Users compare stories with other news outlets.
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Users spent most time on “Top Stories” and/or main home tab.
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Users skipped “My Post” or similar tab (intended to have more catered content).
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Users felt articles were not personalized to their browsing habits.
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Customers had difficulty finding news articles with current app interface.
BRAINSTORM POV
OCTOPUS CLUSTERING
Visually display MY findings from data collection, identifying potential UX challenges.
Grouping ideas into clusters to generate HMW Statements for future ideation.
During the brainstorming and clustering process, I identified several key categories to explore further for users:
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Pricing
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Content
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Features
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UI Display/Content Format
Method
Writing findings from News Survey and Usability Testing Interviews onto sticky notes for brainstorming.
Brainstorm POV Artifact
Octopus Clustering Artifact
DEFINING THE USER & THEIR JOURNEY
PERSONA
I crafted a persona that explored the characteristics of paid users/subscribers, identifying their pain points, and mapping out potential user journeys.
I crafted Evelyn as this persona, whose notable pain points included non-chronological news articles, lack of article personalization, uncertainty about article selection, and difficulty finding specific content.
Method
Created persona from App Usability Testing Interviews and results from Octopus Clustering.
JOURNEY MAP SCENARIO
Evelyn wants to browse through today’s “Top Stories” and decide whether any of the articles are worth reading during her lunch break.
Area of Opportunity
Provide more content in “My After mapping out Evelyn's journey, I discovered an opportunity to provide more content within the "My Post" tab on the mobile screens.”
Paid Subscriber Persona Artifact
User Journey Artifact
PROBLEM STATEMENT
Users need a clearer way to search personalized content in order to improve their browsing experience.
HOW MIGHT WE...
Enhance user engagement with the "My Post" tab to improve customers' perception of tailored content delivery?
IDEATING SOLUTIONS
CRAZY 10S
STORYBOARDING
I explored quick ideation methods through Crazy 10s, focusing on enhancing user engagement on the "My Post" tab by reimagining video/visual and audible content features and refining their placement.
Drawing insights from this process, I initiated storyboarding to visualize Evelyn's app usage journey.
As I dove into the process of Crazy 10s, my primary objective was to reimagine the potential user journey, envisioning how users interacted with the app and identifying areas that might require adjustments. I sought to explore alternative navigation options beyond the traditional footer navigation bar, aiming to enhance user experience and streamline navigation pathways.
Transitioning to Storyboarding, my focus shifted towards ideating creative narratives that guided users through curated content and features. I aimed to enhance customer sentiment towards personalized content by crafting engaging storylines that resonated with users, ultimately fostering a deeper connection and sense of value with the app experience.
Takeaways
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User journey begins with catered content.
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Relocate/reassess icons on navigation bar.
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Provide suggested playlists in user profile.
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Make Audio & Video content more accessible.
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Provide capability to rearrange/ hide content .
Crazy 10s Artifact
Storyboarding Artifact
DECISIONS MADE
SKETCHING
The goal of sketching was to accomplish the following tasks:
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Redesign the My Post screen
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Address users' comments gathered from user interviews
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introduce visual interest
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Offer a simpler way to access and discover content.
Takeaways
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Navigation bar needed further reimagining (Video, Audio, Sections).
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Look further into revising header filters in "My Post" tab.
Lo-Fi Sketch Artifact
PROTOTYPING AND TESTING
MID-FI PROTOTYPE
USER TESTING
After sketching proposed design adjustments and addressing user comments, I proceeded to develop a mid-fidelity prototype on Figma to obtain more comprehensive feedback through user testing.
Method
I conducted three (3) usability testing interviews.
Takeaways
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Users liked having the large article image, reducing feeling of clutter content
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Users wanted to know how filtered content looked like on other screens
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Horizontal swiping motion versus vertical scrolling motion preferences.
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Users wanted to know the difference between audio, video, and written content.
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Content hierarchy was questioned.
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Users agreed with navigation icon changes.
VALIDATING USER INSIGHTS
HI-FI PROTOTYPE
USER TESTING
With additional user insights, it became clear that a more detailed prototype was necessary to address lingering questions and incorporate desired features such as animations and swiping motions, aligning with user preferences.
Method
I conducted three (3) usability testing interviews.
Takeaways
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Provide alternate ways to scroll/ swipe
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Display article/written content differently (scale)
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Renaming Audio navigation button to Podcast
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Add addition descriptive text about length of content
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Provide rating component to improve for app algorithm of catered content.
LESSONS LEARNED
Users still spend most of their time on Top Stories
Providing user with content variety/format is important to Washington Post subscribers (Podcast & Video)
Current mobile app reads like a newspaper, so younger readers can be overwhelmed by how it’s displayed.
