Article Re-circulation
Enhanced user engagement and content discoverability by redesigning article pages to improve recirculation rates. Focused on creating seamless reading experiences and intuitive navigation to encourage users to explore more content within a single session.
My Role
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Analyzed user behavior to identify drop-off points and areas for improvement.
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Developed wireframes and prototypes to test new design solutions.
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Collaborated with cross-functional teams to implement and refine features based on user feedback.
Reading Flow
The illusion of completeness: Sometimes users stopped reading because they thought the article had ended — especially when interrupted by ads or social sharing buttons. Insights from user testing, heatmaps, and scroll data revealed key drop-off points.
Solutions
I proposed adding related or recommended article boxes to encourage continued reading.
The goal was to create a smooth and engaging reading experience without unnecessary interruptions.
I also adjusted the layout so that social share buttons were present but less visually intrusive.
Solutions
Next/Previous
User testing also revealed that many users didn’t interact with the default “next” or “previous” buttons, particularly on desktop.
Usability can be improved by using contextual labels (More Soaps, Next Sci-Fi movie...) instead of the neutral (next/previous or 'related article’...) on the units. Users react better to concrete information as it has less cognitive load. We need to make the Next/previous units less intrusive by placing them at the sides of the article. We can also make them more interactive by displaying their contents on roll-over. Another approach could be to show next article as a sticky unit at the end of scroll-down on mobile and desktop
Soaps section: I introduced a timeline navigation specifically for event-based articles, such as episode spoilers. This allowed users to move through episodes more intuitively, replacing traditional next/previous buttons or related article units. A continuous article-to-article flow was also implemented, enabling users to seamlessly read the next episode without needing to click.
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Videos
At the moment there is no separate design for the Video landing page. Also after scrolling past a video it shrinks and sticks to the top of the page so user can still engage with video contents while reading the article.
Interactive Hyperlink
User testing showed that hyperlinks were a strong driver of article views. To improve this, I made sure hyperlinks were both contextually useful and visually clear so that users were more likely to click through to other articles.
Impact
_ Improved user flow by replacing clunky navigation with a seamless timeline experience
_ Increased article recirculation and time on site through continuous reading interaction
_ Reduced friction for users engaging with episodic content, particularly in spoiler-heavy formats
_ Enhanced discoverability of related content without overwhelming the user with links or buttons
Tool
Sketch, Zeplin, Crazy egg
Methods
UX wireframing, user journey mapping, responsive design
Research
User testing, scroll depth analysis, engagement tracking