MOBILE APP DESIGN
UX Result
The introduction of "My Feed" in the BBC My News app significantly improved user engagement and satisfaction by offering tailored content and a more immersive reading experience. By integrating machine learning, an intuitive onboarding process, and a dedicated section for diverse perspectives, the redesigned experience ensured that users received relevant news while maintaining the BBC’s commitment to balanced journalism.
Project Context
The BBC My News app serves as a key platform for digital news consumption, but its lack of personalisation resulted in a generic user experience. Many users struggled to find relevant content, leading to frustration and disengagement. The goal of this project was to enhance content discoverability and engagement by providing a more tailored, interactive, and insightful news experience.
Identifying Challenges
Generic and irrelevant content: Users found it difficult to access news aligned with their interests, often feeling disconnected from the app’s offerings.
Disorganised user journey: The navigation and content structure did not support a smooth, personalised experience, making it cumbersome to find relevant stories.
Lack of context and diverse perspectives: Users expressed a desire for greater contextualisation and alternative viewpoints to gain a well-rounded understanding of the news.
Setting Objectives
Creating a personalised experience that adapts to users’ interests.
Improving navigation and content discovery to reduce friction in accessing relevant news.
Integrating AI-driven recommendations for a dynamic and evolving news feed.
Offering diverse perspectives to provide users with a broader understanding of current events.
Research & Insights
Surveys and interviews: Direct feedback from users highlighted frustrations with content relevance and navigation difficulties.
Usage data analysis: Examining user behaviour revealed patterns in news consumption and helped identify gaps in content discovery.
Competitive benchmarking: Studying best practices from leading digital news platforms provided insights into effective personalisation strategies.
Design Process
The solution was centred around the development of My Feed, a new personalised feature designed to enhance content engagement. Key components included:
Personalised thematic feeds: Users receive a continuously updated feed based on their reading habits and selected preferences, ensuring access to relevant news.
Intelligent onboarding: A guided questionnaire at sign-up allows users to tailor their content preferences from the outset, creating a more meaningful first-time experience.
Machine learning integration: AI-driven recommendations refine article, video, and podcast suggestions based on ongoing interactions, making the experience more adaptive over time.
"Explore Beyond" section: A dedicated area encourages users to explore alternative perspectives and in-depth analysis, fostering critical thinking and broader news consumption.
Implemented Solutions
Seamless personalisation framework that adapts content to user interests.
Refined onboarding experience that guides users through setting their preferences.
AI-powered recommendations that evolve with user behaviour.
Structured approach to presenting diverse perspectives, enhancing the BBC’s commitment to balanced reporting.
Conclusion
The redesign of the BBC My News app successfully transformed it into a more engaging and user-centric platform. By focusing on personalisation, intelligent recommendations, and curated insights, the app now delivers a more meaningful and interactive experience. This project demonstrated the power of user-centred design in enriching digital news consumption while reinforcing the BBC’s role as a trusted source of information.