AI News Platform

This project explored how Schibsted could better engage Generation Z (born 1997–2012) with their news content. The challenge was framed as: “How might we engage Generation Z in today's news content?”

Generation Z has the lowest news engagement and subscription rates across Schibsted’s platforms. Their digital behaviors, content preferences, and attention spans differ significantly from older generations. Traditional formats like long-form articles and homepage feeds don’t resonate.

Gen Z commuters immersed in their phones—reflecting shifting consumer behavior toward on-the-go digital experiences.

Research & Insights

Media Habits, Behaviors & Engagement

The research phase started with Schibsted’s Futures Report, followed by:

• Desktop research on Gen Z media habits

• Short interviews with target users (ages 17–26)

Key findings:

• Gen Z users rarely read full articles — they prefer audio content (e.g. podcasts) or short-form videos

• They often consume news passively (while commuting or multitasking)

• Engagement is driven by personality, tone, and relevance
  They enjoy swipeable, fast-paced interactions

Ideation & Design

Exploring News Concepts

Based on these insights, I developed and presented three concepts to the Schibsted UX team. Soundbites, an AI podcasting service received the strongest response from the team — it aligned closely with the research and Gen Z’s media behavior. I moved forward with this direction.

Using Figma, I designed a mobile app prototype and created sample AI news readings using classmates' voices to simulate real audio playback.

News for you — this concept combines user-selected real-time data (e.g., crime, weather, wildfires) with a notification system, addressing the gap between public outrage and actual threat severity.

Soundbites is a customizable audio news experience that replaces traditional long-form podcasts with short, tailored segments—letting users set the length and choose the topics they care about most.

Testing & Iteration

Clarity, Flow, and Playback Experience

I tested the prototype with target users in the Gen Z age group. Feedback included:

• Positive reactions to the podcast idea and swipe functionality

• Confusion around how certain features worked (onboarding and playback controls)

I iterated on the interface, improving clarity, hierarchy, and user flow — focusing especially on how to preview, play, and save audio stories.

Wireframes and visual explorations of the Newscast AI interface—testing playback, hierarchy, and visual tone.

Final Result

AI News App with Industry Validation

The final product was a mobile app that allows users to:

• Listen to AI-generated news podcasts

• Swipe through articles to build a personalized algorithm

• Quickly consume news in an engaging, bite-sized format

Both Andreas Boehler and Kim Frydenlund Grane expressed strong interest in the concept. After my final presentation, they invited me to Schibsted HQ to present the idea to their Head of Audio. While the project wasn’t developed further, the conversation validated the concept’s real-world relevance.

Reflection

This project helped me deeply understand how audience behavior and media habits should drive design decisions. I successfully combined Gen Z’s consumption style with intuitive interaction — swiping, short bursts, and voice-first UI.

I’m proud that a major media house saw the potential in this student project, not just academically, but as a real product idea worth exploring further.

Newscast AI in a real-world scenario—demonstrating hands-free audio news delivery via AirPods on public transit.

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