Client: USA Today
As the lead designer on a project for Gannett (USA Today), I was responsible for addressing a critical challenge: users were not signing into the website, yet the company sought to leverage analytics to enhance engagement and personalization.
Our process began with problem definition and user research. We identified the target audience and analyzed why users were reluctant to sign in. The key insight was that there was no compelling incentive for them to do so.
To solve this, we designed a gamified reading system that provided tangible benefits for signing in. This system allowed users to track their reading history, receive personalized content recommendations, and earn points for engagement, creating a rewarding and interactive experience.
I then developed a fully functional Figma prototype for both desktop and mobile, ensuring a human-centered design approach that prioritized usability and intuitive interaction. This prototype enabled thorough user testing to validate our concept and refine the experience before implementation.
This project successfully merged design, user psychology, and business goals, demonstrating the impact of strategic UX/UI design in driving user engagement.