All the news that fits your schedule.

 
HERO TIMELY.png
 

MOBILE APP

 
 

THE NY TIMES • TIMELY

 
 
 
Manual_TOGETHER_white_BG.jpg
 
 
 

THE PROJECT

 

Not requiring a major overhaul of the existing NYT app, Timely adds a subtle and useful feature to the mobile landing page that will enable the user to read articles at opportune moments throughout a busy day. These moments could include: breakfast, commutes, before a meeting, during a coffee break, kid’s practices or right before bed (good news only at bedtime!).

 

MY ROLE

As one of three key team members (Johny Vino, Ke Hu), I was responsible for ideation sketches, user interviews, primary and secondary research, wire-framing flows, story-boarding and designing the visual assets in Sketch that would ultimately be prototyped by my team member. We presented the project successfully to the team over at The New York Times.

 
 

PROBLEM

USER RETENTION

With numerous options to consume news, The New York Times loses users of its app due to factors like competition, cost, irrelevant content, life-changing events and general lack of regular usage.

 

CHALLENGE

BUILD LOYALTY

How might we build incentives that lead to lasting habits for readers of The New York Times app in order to retain their long term loyalty?

 
191E22_dark grey.png
 

 
 

"I’m not very informed about the news.  I’m definitely interested, but I think it’s time. I don’t have a designated time besides this morning news email I get. Time management is a major issue."

-Carly, 23

 
 

 

PROCESS

SYNTHESIS

 

Interview facilitator guide. We spoke with six people about their news consuming habits.

 
 
 
Research-Methods_Interview.png
 
 
 

Empathy mapping gave us a glimpse inside the emotional and physical journey of a user when a newsworthy event occurs that they may need to read ASAP.

Synthesizing user interviews collectively allowed us to observe overlapping goals, needs and pain points.

 
 
3.jpg
0_Interview-Synthesis_Ke_Addi.jpg
F0F0F0 BG_lt grey.png
 

CONCEPT EXPLORATION

 

Quick-fire concept generation via sketches, descriptions and mini storyboards.

 

 
0 - IDEAS.jpg
 
 

The notion of time as the most precious of commodities became apparent in numerous user interviews. We began considering the relationship between calendars and free time.

 
 
Sketch_Mobile_all.jpg
 
 

We tried versions where you could press a button and toggle between a Google calendar and a NYT calendar view of opportunities to read. Testing showed that no one wanted yet another calendar on top of their existing ones.

Testing also gave us new insight. We realized that free time was really free moments. Even the notion of blocking out 10 minutes to read articles was a big ask. No one has that disposable time. You can almost liken it to the fact that 15% of Music Fans Under 25 Have Never Listened to a Full Album.

 
 
Early Proto_ALL.jpg
 
 

In modern life, you need to find small slivers of opportunities to provide content. We had to figure out how to better integrate an awareness of time into the product. Further testing showed that if we shortened the experience time, we would get better retention.

 
 

SOLUTION

By connecting to the reader’s Google calendar and also a short onboarding in which the user is asked to specify typical free moments throughout the day (like meal or commute times), Timely intelligently understands the reader’s schedule and adapts with increasing use.

Timely will give personalized access to articles that will be a quick read and be catered to each reader’s interests, habits and schedules.

 
 
 

AUDIENCE

 
 

People with busy schedules who are interested in quality journalism, who may have small moments throughout the day in order to efficiently catch up on interesting articles from The New York Times.

 
F0F0F0 BG_lt grey.png
 
 

PRODUCT

MANUAL MODE

Rather than scrolling around aimlessly for articles, Timely will feed pertinent content to each unique reader in the time span they specify that can be spared.

No Google sign-in needed in this mode.



Manual.gif
 
 
Black BG.png
Storyboard_Sketch_4b_UI_color.jpg

 

Storyboard_Sketch_10b_UI_color.jpg
SQSP grey.png
 
AutoMode.gif
 

PRODUCT

AUTO MODE

Gives the reader a feed of personalized ‘curated’ content that fits within opportune slivers of time throughout the day.

Google Calendar sign-in and simple on-boarding helps Timely understand and adapt to the reader’s schedule.

 
 
SQSP black_480.png

PROCESS

STORYBOARDS

 

Key moments in which TIMELY can be utilized, building lasting habits and affection for the fine writing of The New York Times.

 
Storyboard_Sketch_1b.jpg
Storyboard_Sketch_3b.jpg
Storyboard_Sketch_5b.jpg
Storyboard_Sketch_6b.jpg
Storyboard_Sketch_7b.jpg
Storyboard_Sketch_8b.jpg