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UX Design
Research
The UFC initiative unified these cards into a single, cohesive design system—improving content discovery, engagement, and retention while highlighting multiple value propositions like News, Videos, Games, and Shop.
Fragmented UX: Different content types (News, Games, Videos, Shop) had varied card formats, leading to inconsistency.
Low Discoverability: Users mostly engaged with News; other categories remained under-explored.
Shallow Engagement: Many users consumed only the card preview without going deeper.
OEM & Regional Variations: Different phone makers showed different experiences, diluting consistency.
General user preferences for background colors in News Platform
Opportunity: Redesign Fast Cards into a unified, flexible system that boosts discoverability, encourages exploration, and scales across OEMs and regions.
Goals
Increase discovery of all content categories.
Drive deeper engagement beyond the card preview.
Build a scalable, consistent design system adaptable to multiple OEMs.
Support vernacular/local languages for wider adoption.
Success Metrics
Sessions per DAU
Content consumption per session
Drop in dormant sessions
Return rate of daily active users
DEU (Daily Engaged Users)
User Behavior
80% of sessions were “dormant” (users didn’t interact beyond the card).
Average content consumption = 1.7 items/session (too shallow).
65% of interactions were with News cards, while Games (15%), Videos (12%), and Shop (8%) were under-discovered.
Drop-off funnel: Out of 100 users who saw a Fast Card, only 22 tapped through to explore deeper content.
Survey Results (Quantitative)
From a survey of 200 users across India & SE Asia:
User Quotes
Prithivish
Age, 20. Male
City: Bangalore
Device: Realme X2
“I like the quick news updates, but I didn’t realize there were games here.”
Sonia
Age, 31. Female
City: Delhi
Device: Vivo V23
“Sometimes the cards look different on my phone vs my friend’s phone—it’s confusing.”
Keerthana
Age, 25. Female
City: Bangalore
Device: Samsung M55
"If this was in my language, I’d definitely use it more.”
Sumit
Age, 20. Male
City: Mumbai
Device: Realme GT2 5G
“The cards give me headlines, but I want to quickly know what’s inside without opening the full story.”
Market & Regional Insights
In India, vernacular support is critical—local language cards significantly increase engagement.
Localization: Research shows Indian users engage 2x more with vernacular content.
Content consumption trends: Users in Tier-2/3 cities prefer shorter summaries (3-point news highlights) over full text.
OEM impact: Some phone brands deprioritized certain card formats, leading to inconsistency in engagement metrics across devices.
Behavioral Data (from analytics, hypothetical)
Average user interaction with Glance wallpapers: 12–15 unlocks per day.
Drop-off rate: 18% of users disable Glance within the first month due to wallpaper preference conflicts.
Users who had more control over personalization showed 20% higher retention in A/B experiments.
Exploration
Compared existing card types across OEMs.
Tested variations in card density (full vs compact), content summary style, and swipe behaviors.
Explored tabbed navigation to increase category visibility.
Key Decision
Unified Card Design: Standardized layouts for all content types.
Discover + Category Tabs: Dedicated entry points for News, Games, Videos, Shop.
Condensed Summaries: Easier scanning with 3-point takeaways.
Dark Mode + Visual Polish: Consistency across devices.
Vernacular Support: Rolled out in six Indian languages.
Unified Cards: Consistent look across News, Games, Videos, Shop.
Discover Tab: Central hub for exploring multiple categories.
Swipe Interactions: Smooth navigation and transitions.
Localized Cards: Language-adaptive UI for wider audience reach.
Unified Cards: Consistent look across News, Games, Videos, Shop.
Discover Tab: Central hub for exploring multiple categories.
Swipe Interactions: Smooth navigation and transitions.
Localized Cards: Language-adaptive UI for wider audience reach.
Vernacular
To enhance accessibility and engagement for regional audiences by providing news content in six major Indian vernacular languages Hindi, Tamil, Telugu, Kannada, Bengali, and Marathi within the Glance platform.
Self Hosting Page (SHP)
The Self-Hosting Page (SHP) is the full-article view users land on after clicking a Fast Card or Lock Screen story. Designed for immersive reading, SHP builds on Phase 2’s success with condensed summaries by enhancing session depth, improving retention, and creating a unified experience across Fast Cards and article views. Phase 3 refines the UI for better readability, consistent design, and smoother transitions encouraging users to stay longer and engage deeper with content.
After launch (on selected OEMs & regions):
Dormant sessions dropped from 80% → 51%.
Sessions per DAU increased from 1.1 → 1.8.
Content consumption rose from 1.7 → 4.2 items/session.
Return rate up by ~50%.
DEU reached 30% adoption.
Next Steps
Smarter personalization of cards based on user history.
Optimized ad placement to balance revenue with UX.
Expansion of vernacular/localization beyond six languages.
Continuous iteration on card density and layout.
The UFC initiative brought Glance’s content experience together into a unified flow, driving stronger engagement, easier discovery, and consistent habit formation across different value offerings. Although revenue optimization and personalization continued as ongoing challenges, the redesign established a solid foundation for a scalable, content-rich user journey.