How the FT increased reader returns to its app

Anna Lisinski of The Financial Times writes about how it increased return readers to its app by 39 percent.

Lisinski writes, “The FT writes hundreds of articles a day and we know users don’t read all of them, so even though they think they’re up to date, it may not be entirely the case.

“In the case of this new feature, the movement of the topic bubbles to the far left indicates where the most recent articles are published. The use of images and red dots also provide quick visual cues as to a change on the page or new articles waiting to be read.

“It’s important these movements and signals clearly communicate something of use to the user. Movement for the sake of movement, or without a clear purpose can be confusing or create a hollow habit, which will quickly get kicked when no longer of use.”

Read more here.