The Wall Street Journal

Various design projects completed for The Wall Street Journal
Project 1: WSJ Audio Center
Two-thirds of The Wall Street Journal’s audience consume media via audio and video. Evolving the audio ecosystem was crucial for growing and engaging audiences across the brand. An audio center has the potential to improve the new-seeking experience for vision impaired users, multi-taskers, skimmer, scanners, and audio-first consumers.
Problem Statement
As a user I am having difficulty finding audio content in one place. 
As a user I am not able to multi-task while listening to audio content.
Find and use audio content from the different entry points (homepage and article page, to start)
Play content of choice
Browse for new content or content of interestAchieve handoff between devices
User Needs
I can find all audio content within WSJ in one place I can control the order of audio when listening 
My cognitive load is not overloaded because of the pacing of content
User Goals
Maney Orm - Lead UX Designer 
Obinna Izeogu - Lead UX Architect
Alyssa Zeisler - Sr. Product Manager 
Jason Ferriera - Accessibility 
Amy Nailor - Design Systems 
Stephanie Ho - Lead UX Researcher
Brady Mielke - Technical Project Manager
David Tinnes - Lead Software Engineer 
Joe Simon - Lead Software Engineer
My Role & The Team
August 2022-January 2022
Timeline
Skimmer/Scanner
Vision-impaired or disabled subscriber
Audio-first consumer3 0-44 gender and ethnically diverse (40% women, 34% non white)
Politically centric
User Personas
WSJ Prospects use 2X Video & Audio content compared to WSJ Subscribers
Metrics
Create an audio hub that houses all audio media and podcasts exclusively from WSJ in one place.
Solution
Project 2: Dow Jones Cross-Brand Standard Article Template
The Standard article is the workhorse of WSJ’s storytelling formats with 4 out of every 5 article page views occurring on this template. It is the cornerstone of the subscriber experience and, as such, it is the lever best positioned to help us achieve our company goal of doubling Subscribers by 2025 by updating its design to appeal to WSJ’s target audience.
Business Objectives
Implement Design System Components and migrate from Grand Canyon Article App to the new DJ Renderer.
Tightening the above the fold experience
Allow readers to quickly find other content 
Allow reader to easily navigate to other interesting content once they’ve complete reading their articles
Maney Orm - Lead UX Designer 
Min Chung - Lead UX Designer 
Juan Velazquez - Lead Product Manager 
Ryan Daly - VP of Product
My Role & The Team
December 2022-March 2023
Timeline
Engage with the story 
I want to know the main idea of the story quickly.
I need multiple ways of engaging with a story because I’m often multitasking.
I need controls to adjust my experience as needed (larger font, screen reader).

Engage deeper with the content
I want to dig deeper into a topic/company/people mentioned in the article.

Engage further with the news
I want to find one or a couple of interesting stories to read later/immediately.
I like a mix of content suggested by WSJ editors.
I like to see content that other readers are reading.
User Needs
More than 2x as likely as Subscribers to prefer ‘bite-size’ news (64% vs 25%)
TAMs are 3x as likely to prefer quick headlines (63% vs. 20%)They want to know what’s new and trending so they can talk about it with their family (Social element is important)
9-in-10 say… Apple News, Google News and Facebook have a wide variety of content (Breadth)
8-in-10 say… They have interesting & innovative ways to access content (Discovery)
Over 7-in-10 say… They let me customize / personalize my user experience (Customization/Relevance)
Metrics
Create a standard article template using the universal design system that can unify all of the Dow Jones brands: The Wall Street Journal, Barron’s, and Marketwatch) while maintaining brand differentiation through their respective brand theming of universal components.
Solution
Project 3: WSJ Wines
In November 2022, WSJ designers participated in a design swarm, with 8 central workstreams that bring together the best of WSJ’s company goals across the DJ ecosystem, and deliver against long-term goals including: 
Subscriptions
Recurring revenue
Proprietary data

My workstream focused on WSJ’s consumer product: WSJ Wine.
Conceptual Solution
A YouTube series that leads users to a one stop destination (WSJ Wine Microsite) within WSJ for all things wine. On the microsite the user can read, watch, and shop all things related to WSJ Wine. The microsite will offer users with a new subscription offering from The Wall Street Journal where users can learn about wine by watching, reading, or shopping.

Users are presented with different subscription tiers of a WSJ Wine membership that range from a monthly newsletter to a full WSJ All Access Digital subscription.
Maney Orm - Lead UX Designer 
Chris Thomas - Lead UX Researcher 
Leigh Corrigan - Lead Product Manager
My Role & The Team
Digital-native social wine drinkers and potential wine enthusiasts, largely among younger audiences but not exclusively so.
This customer has grown up with YouTube and/or is comfortable with the platform and the format.Research reports indicate a wine segment CAGR of 7-10% by the end of the decade, with Gen Z and Millennials as an emerging category as incomes grow.
Increase wine knowledge when selecting wine to buy for herself or for social events
Who is the User?
Want to become more knowledgeable about wine
Wants to “learn” in an engaging way
Wants to make the right wine decision backed by a trusted brand
Gain knowledge about wine to share within social settings with friends
Increase wine knowledge when selecting wine to buy for herself or for social events
User Goal
Work with marketing and strategy to create this microsite and immerse in within the WSJ consumer experience.
Next Steps
© MANEY ORM 2023
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