building the foundation for digital growth: the figaro app redesign

Project Overview

In 2012, I joined Le Figaro as the lead designer for its mobile apps. At the time, the company’s digital efforts were siloed, with separate teams designing apps tailored to each native OS environment. This approach resulted in fragmented user experiences across iOS, Android, and Windows Phone. By 2015, Le Figaro faced urgent challenges: declining newspaper sales, low digital subscriptions (22,000 subscribers), and a need for a unified digital strategy.

To address these challenges, I led a comprehensive redesign of the Figaro app, which launched in May 2016. This effort modernized the app’s design, boosted engagement, and provided a foundation for subscription-based monetization. The app’s success was underscored by its nomination as the best-designed app of 2016 by Google Play Store.

Objectives of the Redesign

Our redesign aimed to align with Le Figaro’s strategic objectives:

1. Create a Unified Experience: Establish a consistent look and feel across platforms, enhancing brand recognition and usability.
2. Boost Engagement Metrics: Increase page views and time spent per session to maximize ad revenue and user retention.
3. Future-Proof the App: Prepare the platform for a subscription model by fostering deeper user engagement and satisfaction.
4. Drive User Acquisition: Leverage the app to expand Le Figaro’s digital audience, moving from a website-centric to a mobile-first strategy.

Strategic Planning and Methodology

Introducing Collaborative Design Practices

Le Figaro’s traditional structure presented challenges in aligning teams around a unified vision. I helped introduce modern design methodologies, including:

• Cross-Functional Workshops: Facilitated sessions with editorial, advertising, and marketing teams to align on priorities and co-create solutions.
• Accelerated Prototyping Sessions: Streamlined decision-making and prototype testing, ensuring rapid iteration and stakeholder buy-in.
• Stakeholder Mapping: Identified and managed the diverse needs of journalists, advertisers, and product teams, fostering collaboration and shared ownership.

Data-Driven Decision Making

I emphasized the importance of leveraging data to inform design choices:

• Behavioral Insights: Analysis of user sessions revealed high engagement with push notifications and news flashes, prompting a focus on these features.
• Platform-Specific Patterns: Differentiated strategies for iOS and Android users based on session length and engagement preferences.
• Competitive Benchmarking: Studied leading news apps like The New York Times and The Guardian to integrate industry best practices, such as customizable homepages and gesture-based navigation.

Design and Development Process

Wireframing and Prototyping

We began by creating detailed wireframes for core app screens, including:

• Home Page: Designed to prioritize breaking news and curated content.
• Article View: Enhanced with high-resolution visuals for an immersive reading experience.
• News Flash Feature: Highlighted real-time updates to capitalize on user interest in timely content.

Iterative Testing

Given the fast-paced timeline, we adopted an agile approach to usability testing:

• Shared prototypes with internal stakeholders and selected users.
• Collected feedback through informal testing sessions, iterating quickly to refine designs.
• Focused on ensuring intuitive navigation and consistent branding across platforms.

Key Features of the Redesigned App

• Dynamic Home Screen: Integrated live updates with dedicated sections for breaking news and personalized recommendations.
• Customizable User Experience: Offered users the ability to tailor their homepage while maintaining an editorially curated default view.
• Gesture-Based Navigation: Simplified browsing with swipe gestures, encouraging deeper engagement.
• Enhanced Push Notifications: Designed actionable, visually engaging notifications to drive re-engagement.

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Outcomes and Impact

The redesigned Figaro app achieved significant results:

• Increased Engagement: Page views per session doubled, and average time spent in-app rose by 30%.
• Recognition for Excellence: Nominated by Google as one of the "Best Designed" apps of 2016.
• Foundation for Growth: Provided the infrastructure and user base for future subscription models, supporting Le Figaro’s long-term digital strategy.

Reflections and Lessons Learned

This project marked a turning point in my career, solidifying my expertise in:

• Leading cross-functional teams to align on complex, high-impact initiatives.
• Championing user-centered design in a traditional organization.
• Balancing business objectives with user needs to create scalable, future-proof solutions.

The Figaro app redesign exemplifies how thoughtful design leadership can drive transformation, not just in a product but within an organization. This experience prepared me to tackle similar challenges in dynamic, fast-paced environments, bringing a balance of strategic vision and execution to any team.