theSkimm

iOS Experience

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Overview

Since disrupting the media landscape and defining a new category a decade ago, theSkimm has become a trusted source for its audience of millions by seamlessly integrating into their existing routines, fundamentally changing the way they consume news and make decisions.

Today theSkimm ecosystem includes  the Daily Skimm, the Daily Skimm: Weekend, Skimm Money and Skimm Your Life newsletters, three top-rated podcasts: “Skimm This,” “9 to 5ish with theSkimm” and “Pop Cultured with theSkimm,” theSkimm mobile app, virtual course series SkimmU, and Skimm Studios which creates innovative in-house video and audio content.

theSkimm is a digital media company, dedicated to succinctly giving women the information they need.

Project

Re-evaluating iOS

theSkimm has continuously had success in iterating on their newsletter and digital presence through email and responsive web, however one area of opportunity that saw neglect was their iOS application. The user base was small and the organization saw much lower engagement in comparison to their other platforms. In effort to drive higher engagement and incorporate successful partnerships, the app was re-evaluated for how a user would want to engage with theSkimm through a native iOS application.

Product Strategy.
Technology.
Repositioning.

It was time to get bring focus back to the original mission of theSkimm. Through various workshops, stakeholder and user interviews—the structure and vision was retooled for how theSkimm should show up as an iOS app. The most important aspect was how to easily fit theSkimm into the daily life of a modern, digital user.

This meant utilizing native functionality like audio readouts of content and voice control through Siri, incorporating push notifications, app clips, location services and QR code scanning. Taking advantage of the platform's native features allowed users to spend more time on discovering and consuming relevant content.

Through the years, the iOS app’s content, brand hierarchy and usage became more and more disparate.

“Hey Siri, play me the latest Skimm.”

Not only could users see trending and relevant topics, but they could search any topic to "Skimm" and get the most up-to-date take from the editorial team. This includes an audio readout for those who regularly utilize Siri.
theSkimm's flagship product, the Daily Skimm, is very successful due to partner sponsored content. When thinking about the iOS platform, it was a no-brainer to take advantage of GPS in order to show relevant partnerships, content and send push notifications to alert nearby Skimmers. Users can be notified of local deals and easily scan QR codes from partners to receive exclusive Skimm product guides, offers and more.

Making the most of iOS with location-based shopping

theSkimm users are part of a very unique and supportive community. The app can provide a unique space for the community to come together through puzzles, quizzes, challenges and even virtual and physical events. These opportunities empower the users to learn and take control of how to Skimm their own lives.

Connecting theSkimm community on (and off) screen

Simple and transparent onboarding to set a user’s preferences

To give Skimm users the best personalized experience, a short onboarding appears upon the first launch of the app. This helps theSkimm understand what type content to serve the user and how the user would want to consume said content. The onboarding also helps create a custom home feed—showing the most relevant content for the user.
Product Management by Mary Streech
iOS Development by Brigette Valdez