Zeisler and Schmidt write, “The Flexicle is an article inset that provides additional context and explains market terms and concepts in a user-activated drop-down. Our goal was not to become an educational reference library, but to reduce the barriers to engaging with our stories. We wanted to make our stories feel less intimidating to new readers, giving us the chance to reach a broader readership. One idea is to eventually use artificial intelligence to adapt the content in the flexicle to the individual reader based on their behavioral patterns.
“While we have published several articles with the Flexicle (here and here, for example), you’re unlikely to see the feature regularly used on our site for now given the complexity in implementing it across our multiple platforms. Nevertheless, prototyping and testing the Flexicle yielded important benefits:
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