Screens have been redesigned to remove sensitive details as part of NDA requirements.
Problem
Users are turning to LLMs for concise answers, causing
revenue for
media platforms to decline
change
Solution
Introduce a personal agent on publisher websites that personalizes content discovery, answers user questions and pushes relevant ads
change
Problem
Today’s readers feel overwhelmed by
cluttered layouts, confusing
content structures and irrelevant ads
that interrupt their reading flow.
Shifting Behavior
hence, users are pivoting to AI for
faster, clearer answers
Business Impact
But this shift means fewer clicks, shorter sessions, and
falling revenue
for publishers.
To understand why users consume publisher content
and if they
incorporate AI in their reading flow
I conducted interviews
Interviews
interviewed
users who consume content on publisher websites
12
Participants who read content on
media publishing websites at least a
few times a week
5
Topics: Fashion & Lifestyle, Cooking,
Technology, Travel and Finance
100%
Have used AI tools in some capacity.
Most of t hem use ChatGPT *
Interviews
Readers want
personalized suggestions,
clearer understanding
and
experiences that
anticipate their needs
competitor analysis
Competitor platforms have
adaptive interfaces, smart nudges, and
contextual support
How might we bring
AI experiences into
content websites
to reshape what
reading and discovery feel like
Direction
AI bridges publisher goals and user needs through
hyper-personalized content.
Direction
That means the same website,
adapts to each user
Traditional website UI
Personalized interface for each user
INTRODUCING
Penny
a publisher agent
Direction
AI acts as a
companion to users, a voice for the brand, and a personalized driver
of monetization
Saves time by
Dive deeper by
personalization through
solution
How Penny
helps
reflection
take
a step back
when required
Zooming Out
I learned that regularly stepping back to align with business goals and priorities keeps designs focused and meaningful.
Project Scoping
I realized the importance of scoping work based on timelines to ensure clarity and timely delivery.
Clarifying Feedback
I learned to ask the right questions when receiving feedback to avoid misinterpretation and move forward with clarity.
reflection
