Washington Post AR Content Experience

The issue: The Washington Post wanted to improve reader engagement with augmented reality stories.

The dream team: An interdisciplinary group of six Carnegie Mellon graduate students.

My role: Content design consultant and project manager. I studied how media competitors and disruptors were using AR/VR to tell stories and analyzed reader personas.

The process: We investigated The Washington Post’s reader data as well as competitor data using Brandwatch Analytics to understand why AR engagement was low. We analyzed user behaviors across The Post’s app and social channels to conduct audience analyses and craft user personas to identify common affinities.

The end result: I recommended UX design changes, suggesting a decreased scroll depth to media, an in-app AR media plug-in, and embedded AR content versus standalone AR content. I also made editorial suggestions based on reader affinities.