Home Feed Redesign

Re-imagining CNBC’s mobile app Newsfeed to surface relevant and engaging content— transforming a cluttered scroll into a structured experience around user behavior and interests.

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Background

As the entry point, the news feed sits at the core of CNBC’s mobile experience since it is the first thing users see when they open the app. The original design had served our needs well and remained relatively unchanged. However, as our audience, content volume, and unique product needs grew, we began encountering challenges.

An All Access subscriber with over 30 available news sections enabled would be faced with an overwhelming amount of content to scroll through. The absence of dedicated section level navigation further compounded the issue as users often struggled to locate articles or videos that aligned with their interests, leading to frustration and disengagement.

Approach

The design aimed to keep navigation front and center by anchoring it within the scrolling experience so users could seamlessly explore content both vertically through the feed and horizontally across sections. By separating the DTC offerings from the core news experience and integrating them into a unified visible header, we made it easier for users to access premium content without disrupting their flow, helping them find what matters faster and with less effort.

Findings

Users responded positively to the dedicated DTC tabs, often discovering sections and content they hadn’t encountered in the previous experience.

Users found the persistent navigation helpful and intuitive, with several noting it felt like a new addition— proving some were unaware it existed due to its placement in the prior experience.

Results

Separating CNBC’s direct-to-consumer products from the core news experience streamlined overall navigation, making it easier for users to discover the news and content that mattered most to them. This separation also created a clearer path for the business to promote and upsell its premium subscriptions by introducing dedicated landing areas for each offering, complete with tailored messaging and value propositions.

“Now it is much easier to find all my PRO content in one place”

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