From News Consumption To User Action
For VG, Norway's leading tabloid, I designed interactive news features to combat Gen Z's news fatigue and distrust.
The project aimed to connect information consumption with meaningful action, transforming passive readers into active participants in democracy.
PROBLEM AND CONTEXT
VG's Content Relevance Challenge
VG faced a dilemma: maintain trusted content for established readers or innovate for younger audiences. Internal reports showed users often found articles irrelevant, necessitating a content engagement overhaul.
This study explores bridging the gap between VG's content and user interests, aiming to create a dynamic news ecosystem appealing across generations while preserving journalistic quality.
For VG, I explored ways to boost reader engagement and link news consumption to action. To directly address the identified issues of user disengagement and information overload, I proposed polls, calendar events, embedded comment sections and checklists. These features were designed to transform passive news consumption into actionable user engagement, making information more relevant and immediate.
While not immediately implemented, my project sparked discussions about future news engagement at VG. The VG team appreciated the actionable design approach and its potential to bridge generational gaps in news consumption, highlighting the relevance of interactive, user-driven content in a digital-first news environment.
OUTCOME
Interactive Article Sections
The first section I made a simple poll to engage readers. An advanced poll provides nuanced answers for non-binary questions. Asking questions upfront could encourage readers to form an opinion, sparking interest in the content.
SECTIONS
Poll - Gauging Opinions
Through this interactive section, I’ve embedded comments within the article to share and learn from public opinions, offering insights and encouraging readers to engage by adding their own.
Comments - Share & Learn
Industry Recognition
VG's Head of UX praised the project's "solid foundation" and innovative concepts, highlighting its potential for real-world application.
KEY ACHIEVEMENTS
Project Highlights
Practical Impact
Within a year, VG implemented a poll feature strikingly similar to the one proposed in this student project.
I compared news platforms to classrooms, emphasizing VG’s opportunity to use technology for more engaging content delivery. This led to a key question: What value does information have without action? My goal was to turn passive readers into active citizens.
Enhanced user interaction not only improves user experience but also provides VG with valuable insights to guide future strategies and strengthen user connections.
CONCEPT DEVELOPMENT
From Information to Action
OBJECTIVES
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Encourage Active Participation
Incorporate elements that transform passive readers into engaged, information-seeking citizens.
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Facilitate News-to-Action
Develop features that link information to real-world decisions, prompting user action.
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Bridge Generational Gaps
Design inclusive features that resonate with Gen Z while remaining relevant for established readers.”
USER RESEARCH
My research used scenario development and qualitative interviews to explore how information affects decision-making and why young adults perceive news articles as irrelevant.
I created three scenarios to demonstrate how timely, relevant information impacts daily decisions:
To complement the scenarios, I conducted semi-structured interviews with 8 participants aged 20-27, aligning with VG's target audience for growth. Key findings from these interviews revealed:
Insights
My findings underscore the need for a more engaging, personalized, and action-oriented news experience. Given the five-week project timeline, I prioritized two key areas for innovation:
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Interactive Engagement: Integrating interactive elements with news content can enhance engagement and promote user action.
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Contextual Relevance: Users require assistance in connecting global issues to their local context and personal lives.
These insights shaped my ideation process, guiding me to explore the interplay between news/information, decisions, and actions. Key factors identified in the user research include personal relevance, context, and timing. personal relevance, context, and timing.
DESIGN PROCESS
Aiming to connect news consumption with meaningful user action, I explored two key directions:
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Bringing information closer to real-world contexts
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Integrating actionable elements within news content
This approach guided the development and testing of various prototypes.
Moving information closer to action
Objective
Bring news into everyday contexts to demonstrate its immediate relevance and potential impact on consumer decisions.
Method
I created several prototypes placing news in various real-world settings, from product displays to public spaces. Here are some key examples:
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Salmon Product Information: News display on salmon case informs shoppers about potential farmed salmon labeling changes, influencing purchases.
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Charitable Giving Information: Grocery store sign and digital article highlight increased Christmas charity needs, reaching people during daily activities.
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Gas Station News Display: Gas pump screen shows Bloomberg oil price updates, informing consumers while refueling.
I also developed an AR app concept where users could scan objects with their phone camera to get related news to certain objects, or placed more directly in context.
USER FEEDBACK - AR App Concept
"Would you go and scan every item?"
"What items have news related to them?"
"What if the news were divided in everyday categories?"
Moving action closer to information
Objective
Embed actionable elements within news content to inspire immediate user engagement.
Method
I created prototypes that integrate interactive features and direct action links into VG articles, connecting news with relevant services. Examples include:
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Public Transport Ticket Link: An article on price hikes includes a link to buy tickets, enabling instant action.
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Interactive Poll: A current event article features a poll, encouraging reader participation.
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Related App Integration: A local issue story links to municipal service apps, facilitating immediate civic engagement.
This approach aims to bridge the gap between consuming information and taking action, making news more actionable for readers.
USER FEEDBACK - Interactive Section (External Link)
"Including VG in the Ruter app would have weakened my trust, though it might be relevant here."
"What is the relationship with the external resource that is linked to?"
"If it is relevant for me it does not feel like an ad."
USER FEEDBACK - Analog Information
"What’s VG doing in front of my salmon? ...there are enough impressions out there already.."
"I don’t want to buy salmon after seeing this"
"I like that there is an opportunity to engage"
User feedback on these playful, yet unconventional prototypes was mixed—some valued the relevance, like ‘I don’t want to buy salmon after seeing this,’ while others questioned its appropriateness. These insights highlighted the balance between informing and intruding. Recognizing VG wouldn’t adopt such physical approaches, I focused on integrating actions within the digital experience, where users could engage directly with the news.
REFLECTION
To share your opinion, you need one
When readers interact with elements, they’re not just sharing opinions; they’re forming them. This deepens their engagement with news content, leading to a more informed and thoughtful readership.
Only through sharing do references become common.
Integrating interactive elements transforms news into a platform for creating shared references. As readers share views, they contribute to a collective understanding, making each opinion integral to the broader conversation.
VG aims to bridge the gap between what people know and what they need to know for a functioning democracy, yet a disconnect persists between content relevance and engagement.
This raises questions about how VG identifies audience needs and what motivates information seeking.
OPPORTUNITY SPACE
Identifying and Addressing Knowledge Gaps
For articles offering advice on safety, health, or beneficial actions, I’ve included a checklist section to inspire action. This pre-made checklist serves as a guide, with a reminder to use it when appropriate or to share it with others who might benefit.
Checklist - Action Items
The next example integrates the article’s content with your personal schedule through a calendar link. By clicking a button, users can easily add events, such as local gatherings or memorials, to their own calendar.
