LX.com
Local news for people who don't download news apps.
In 2020, I worked with NBCU to launch a new local news brand aimed at Gen Z and Millennials. Research found that young people don't download news apps; increasingly getting their news from social media.
So instead of an app we built LX.com, a responsive website. It was designed for entry from social feeds, and built on a single-decision framework. One story is seen at a time as an immersive preview and expands in place.
75%
of traffic to the site came from social media and saved browser bookmarks, which was exactly where the research suggested and validated our decision to focus solely on a web UX.