Exisiting For You Space
The New York Times has an existing space for personalization, but it's rudimentary in function: an endless feed of suggested articles. Users can select a few of their interests, and the Times will suggest articles within those topics that they might enjoy.
Understanding the Problem
The Times focuses on readers' jobs to be done, or the most important priorities for the Times’ app in terms of promoting reader engagement and driving subscription growth. My team saw an opportunity where three value propositions that weren't being strongly demonstrated by the product and the "For You" space could potentially fill that gap. I was asked to figure out how to fill that gap.
Leaning on user research, we identified the most important type of user to bring these value propositions to. Level Me Up users are users that don't keep up with the news and aren't sure what kind of value they can get from it. Not only are they the largest segment, but there is also the greatest opportunity to make them a long-term reader. I recognized, however, that the only way to make this conversion happen was to give these readers a simple way to create a habit out of our rich library of recurring content.