Personalization & MyWSJ

MyWSJ, as part of the personalization system writ large, was designed to strengthen retention by making the product more relevant with use. The system combines editorial curation, explicit user signals, and lightweight engagement behaviors. The result is a more adaptive product that encourages deeper reading, stronger habits, and more frequent return without sacrificing trust.

Actions

  • Led the design of personalization experiences across MyWSJ, Following, Recommendations, and Shortlist.

  • Established a framework for how subscriber interests, habits, and behaviors should shape the product experience.

  • Directed the design of retention-focused features that encourage repeat visits and deeper engagement.

  • Worked with Product, Data, and Engineering teams to identify high-value personalization opportunities and measure success.

  • Balanced utility, editorial integrity, and behavioral engagement in personalization strategies.

Results

  • Active users showed +97% more article views in MyWSJ.

  • Users spent approximately 40% more time in MyWSJ.

  • Shortlist drove strong repeat usage since launch.

  • Shortlist users showed +22% time spent per visit and 2X visits per visitor.

  • Generated strong qualitative subscriber feedback and improved long-term engagement behavior.

Built for Now… and Later

STRATEGY

Curation vs Recommendation
WSJ’s authority is rooted in its voice and curation, which defines a clear and intentional role for personalization. Within that framework, MyWSJ acts as the central hub for Following, Shortlist, Saved, and Notifications, giving subscribers one place where the product’s adaptation to them becomes visible and actionable.

Dynamic vs. Static Destinations
I defined a clear framework for how users save and shape content by distinguishing between static destinations (e.g., bookmarks, watchlists) for future reference and dynamic destinations (e.g., personalized feeds and queues) for ongoing content tailoring across short- and long-term use cases.

Made for You, Not Off the Rack

DESIGN

Personalization Hub
The “For You” feed uses consistent card patterns and section logic so personalization feels integrated into the product, not bolted onto it.

Shortlist
Launched Shortlist, a 24-hour content queue that replaces passive bookmarking with time-sensitive saving, boosting repeat visits and active engagement.