Personalized News Feed Experience

The primary business goal was to increase user engagement with content by making it easier to discover relevant articles and topics. This included improving content visibility, encouraging deeper exploration, and supporting repeat usage through a more personalized experience. By optimizing how content is surfaced and navigated, the design aimed to reduce friction in the browsing process and create clearer pathways between discovery and reading.

I led the design of the app’s content experience, focusing on the home feed, filtering system, and browsing flows for topic-based “focuses.” My work included creating user flows to define how users move through content, developing wireframes to establish structure and hierarchy, and designing the final UI based on an existing brand guide.

This project highlighted the importance of balancing simplicity with flexibility in content-heavy interfaces. Designing the filtering system required careful decisions about how much control to give users without overwhelming them. The feed design focused on clarity, hierarchy, and scannability. One key learning was that small interaction decisions, such as how filters are introduced or how content is grouped, can strongly influence how users understand and move through the experience. This reinforced the importance of designing for both immediate usability and long-term scalability. If I were to continue this work, I would validate these decisions through user testing and explore opportunities for personalization based on user behavior.