[ Case study ]
MyWSJ: The "For You" Personalized Feed
MyWSJ "For You" reimagines the WSJ app home as a personalized feed where every story is picked from the reader's follow history and chosen topics, not a single front page served to all. A unified system of 5+ card types carries breaking news, market data, opinion, and trending stories in one calm scroll, and two directions were explored side by side in dark and light themes. Throughout, the feed stays unmistakably WSJ in voice and typography.
- Client
- Dow Jones - The Wall Street Journal
- Role
- Lead UX Architect
- Year
- 2025
- Disciplines
- Personalization, Mobile App UX, Content Systems, Information Architecture, Design Exploration
For You
feed driven by follow history and topics
2
directions explored, in dark and light
5+
card types in one unified content system
[ Information architecture ]
Feed
- For You
- Saved
- Shortlist
Topics
- Business
- World
- Lifestyle
- Technology
- U.S.
Card system
- Flashline
- Story card
- Trending
Confidentiality notice
This work spans active platform strategy, shared AI capabilities, and multiple product surfaces. To respect that, this case study stays intentionally high-level, focusing on the cross-brand design problem, platform principles, and reusable outcomes rather than brand-specific implementation details.
The WSJ app home looked the same for everyone. MyWSJ "For You" reimagines it as a feed that belongs to each reader - a personalized home where the stories surfaced reflect what that person actually follows and the topics they care about, rather than a single editorial front page served to all.
The challenge
Personalization only works if it feels editorial, not algorithmic-for-its-own-sake. The feed had to stay unmistakably WSJ in voice and typography while reorganizing around the individual, and it needed a content system flexible enough to carry breaking news, market data, opinion and trending stories in one scroll - without turning into visual noise.
- Make "For You" legible: show why a story is here (follows, topics)
- Let readers steer with topic chips and Saved / Shortlist
- Carry many content types in one calm, consistent card system
[ Protected layer ]
The full case study is available on request.
High-fidelity screens, information architecture and the detailed process for this enterprise project are shared under NDA. Enter the access password, or request access and I will share the full walkthrough.