MAP: Driving repeat engagement through meaningful action prompts

A full case study is available upon request.

Problem

During a product design–focused ideation sprint tied to company-wide growth goals, we identified a common “one-and-done” behavior—particularly among registered non-subscribers. Readers would consume a single article and leave, limiting session depth, habit formation, and downstream outcomes like retention and conversion.

What we did

I proposed a low-profile, low-friction way to encourage continued engagement at the right moment. The result was MAP (Meaningful Action Prompt): a lightweight, dismissible prompt that appears mid-article and nudges readers towards the next best action, such as a related story, a game they usually play, or an article recently published by a journalist they follow.

Why it mattered

By encouraging continued engagement while readers were already invested, MAP aimed to improve session depth and support key growth metrics, including registered and subscriber engagement, retention, conversion, and ad revenue per user.

My role

I led the initiative end to end, from early ideation through post-launch improvements. This included facilitating design ideation sessions, shaping and articulating the product vision, and socializing the concept with directors and cross-functional stakeholders to build alignment.

I owned experience design across surfaces, partnered closely with data and customer care teams to ground decisions in user insights, and validated assumptions through user testing to refine placement, messaging, timing, and user control features. I was responsible for interaction design, content strategy, and ensuring the prompt balanced business goals with a respectful reading experience.

Impact

By giving readers clear, contextual choices at the right moment, MAP helped turn passive consumption into active engagement—supporting deeper sessions and setting the foundation for stronger reader habits over time.

  • Increased overall article CTR +0.9%, a good sign it engages new users to deepen their session reading

  • Increased subscriber engagement (articles per session) by 31% on desktop and 47% on mobile

A full case study is available upon request.