Fabian Meier

Work

About

Fabian Meier

Work

About

Blick.ch Redesign: Reimagining the News Experience & Ad Monetization Strategy

Brief

The Blick.ch news platform faced increasing challenges with its digital presence. An over-crowded homepage leading to 80% of traffic being confined to it, coupled with low scroll depth, and users dropping off at 25% of the page. In addition, a shallow “snacking” home>article>home user journey prevented content discovery. The redesign initiative was launched to fundamentally overhaul the user experience, aiming to improve content findability, deepen user engagement, and enhance recirculation beyond the homepage.

Problem

How might we enhance the Blick.ch user experience to increase content discovery and engagement, support future growth, and optimize ad monetization? 

My Role

Lead UX/UI Designer

Contributions

UX Research
UX Strategy
UX Design
UI Design
Workshop Facilitation
Design System
Design Handoff
Stakeholder Management

Timeline

Q1 2023 - Q4 2024

Team

CPO
CCO
Editor-in-Chief
Head of IT
PM
PO
Tech Lead
Web Architect
iOS Architect
Android Architect
Developers
External Design Agency

Impact

+35%

increased the scroll depth on the homepage.

+12%

increased overall session duration.

92

Lighthouse performance score, up from 73.

Blick.ch Redesign: Reimagining the News Experience & Ad Monetization Strategy

Brief

The Blick.ch news platform faced increasing challenges with its digital presence. An over-crowded homepage leading to 80% of traffic being confined to it, coupled with low scroll depth, and users dropping off at 25% of the page. In addition, a shallow “snacking” home>article>home user journey prevented content discovery. The redesign initiative was launched to fundamentally overhaul the user experience, aiming to improve content findability, deepen user engagement, and enhance recirculation beyond the homepage.

Problem

How might we enhance the Blick.ch user experience to increase content discovery and engagement, support future growth, and optimize ad monetization? 

My Role

Lead UX/UI Designer

Contributions

UX Research
UX Strategy
UX Design
UI Design
Workshop Facilitation
Design System
Design Handoff
Stakeholder Management

Timeline

Q1 2023 - Q4 2024

Team

CPO
CCO
Editor-in-Chief
Head of IT
PM
PO
Tech Lead
Web Architect
iOS Architect
Android Architect
Developers
External Design Agency

Impact

+35%

increased the scroll depth on the homepage.

+12%

increased overall session duration.

92

Lighthouse performance score, up from 73.

Countless App Store reviews mentioning the missing Dark Mode after launching the redesign.

Countless App Store reviews mentioning the missing Dark Mode after launching the redesign.

Phase 1: Immersion & Assessment

In this phase, the external design agency gained an understanding of the Blick.ch ecosystem, its market position, business objectives, user characteristics, content strategy, tech infrastructure, and UX challenges. The process involved data audits, stakeholder interviews, and collaborative workshops to establish a unified understanding of opportunities for enhancement. 

Activities

  • Conducted 17 stakeholder interviews to gather internal perspectives and requirements. 

  • Executed an audit covering data and analytics, content structure, the existing tech stack, and user research. 

  • Identified and cataloged 83 pain points within the existing user experience. 

  • Synthesized 8 internal UX research reports and performed an analysis of 7,000 SEO keywords to understand search performance. 

  • Facilitated 8 workshops involving both Blick and the design agency to align on findings and strategic direction.

Frameworks

  • A data-driven methodology synthesizing insights from client documentation, web analytics, competitor web performance analysis, search performance data (SEMRush), and audience insights from GlobalWebIndex. 

  • The Jobs To Be Done (JTBD) framework was used to map identified core user problems and business needs to actionable goals. 

  • Design thinking was initiated, empathizing with the user, stakeholder, and developer needs and pain points.

Outcomes

  • The user scroll depth dropped off at only 25% down the page, below the industry norm of around 50%. 

  • Blick's homepage accounted for 80% of total site traffic, with low engagement on recirculation paths designed to lead users deeper into the site. 

  • The audience segmentation strategy was skewed towards demographics, with low focus on user mindsets and behavioral patterns. 

  • A strategic framework was built on three pillars: Nail the Basics, Disrupt the Loop, and Unite & Empower the Ecosystem. 

  • Content was difficult for users to find, resulting in consumption being mostly dictated by what was featured on the homepage (“snacking”). 

Phase 1: Immersion & Assessment

In this phase, the external design agency gained an understanding of the Blick.ch ecosystem, its market position, business objectives, user characteristics, content strategy, tech infrastructure, and UX challenges. The process involved data audits, stakeholder interviews, and collaborative workshops to establish a unified understanding of opportunities for enhancement. 

Activities

  • Conducted 17 stakeholder interviews to gather internal perspectives and requirements. 

  • Executed an audit covering data and analytics, content structure, the existing tech stack, and user research. 

  • Identified and cataloged 83 pain points within the existing user experience. 

  • Synthesized 8 internal UX research reports and performed an analysis of 7,000 SEO keywords to understand search performance. 

  • Facilitated 8 workshops involving both Blick and the design agency to align on findings and strategic direction.

Frameworks

  • A data-driven methodology synthesizing insights from client documentation, web analytics, competitor web performance analysis, search performance data (SEMRush), and audience insights from GlobalWebIndex. 

  • The Jobs To Be Done (JTBD) framework was used to map identified core user problems and business needs to actionable goals. 

  • Design thinking was initiated, empathizing with the user, stakeholder, and developer needs and pain points.

Outcomes

  • The user scroll depth dropped off at only 25% down the page, below the industry norm of around 50%. 

  • Blick's homepage accounted for 80% of total site traffic, with low engagement on recirculation paths designed to lead users deeper into the site. 

  • The audience segmentation strategy was skewed towards demographics, with low focus on user mindsets and behavioral patterns. 

  • A strategic framework was built on three pillars: Nail the Basics, Disrupt the Loop, and Unite & Empower the Ecosystem. 

  • Content was difficult for users to find, resulting in consumption being mostly dictated by what was featured on the homepage (“snacking”). 

Countless App Store reviews mentioning the missing Dark Mode after launching the redesign.

Countless App Store reviews mentioning the missing Dark Mode after launching the redesign.

Phase 2: Strategy & North Star Design (Proof of Concept)

With the insights from phase 1, we worked on establishing a clear north star vision for the redesigned Blick.ch product. We worked out a new user engagement strategy, and did several workshops to work out a new look and branding for Blick. A key goal was a proof of concept (POC), which was designed and validated through user testing to gather feedback on initial design concepts and strategic approaches. 

Activities

  • Developed an engagement strategy designed to cater to both transient (quick, scan-based) and sustained (deep, focused) user attention patterns. 

  • Iterated 3 rounds of look & feel workshops to align on the new design language and branding.

  • Designed and prototyped key user journeys for the proof of concept, focusing on key experiences: liveblog, premium articles, homepage, standard articles, and a new vertical short-form video format.

  • Conducted qualitative user interviews with 8 participants, using a non-interactive prototype to test the POC and gather feedback. 

  • Refined the advertising and monetization strategy, considering the impact of scroll depth, ad placement, and overall user experience. 

«The design give me the feeling that Blick is up-to-date with how we (younger generation) want to consume news.»

Ben, Blick reader, age 20

Frameworks

  • Applied the Jobs To Be Done (JTBD) framework to map user behavior and needs to tangible design solutions and prioritize features.

  • Facilitated look & feel workshops that explored the visual and emotional design of the new experience.

  • Structured the product's information architecture and design language into a system of templates, modules, and components.

Outcomes

  • Delivered a north star vision, including a repository with 15 distinct template variations and over 100 reusable modules and features. 

  • We settled on a design language direction and decided on key visual elements that would be used consistently across the new product.

  • User research insights from the POC testing were synthesized and categorized in different themes. 

  • We validated that features such as data-rich content modules for sports, Instagram Reels-style vertical short-form videos, community highlight components, and AI-generated supporting content sparked user interest and engagement. 

  • Refined the ad placement strategy by recommending limiting ad units above the fold on mobile devices, adding new sticky ad formats on desktop, and integrating native advertising thoughtfully to minimize disruption.

Phase 2: Strategy & North Star Design (Proof of Concept)

With the insights from phase 1, we worked on establishing a clear north star vision for the redesigned Blick.ch product. We worked out a new user engagement strategy, and did several workshops to work out a new look and branding for Blick. A key goal was a proof of concept (POC), which was designed and validated through user testing to gather feedback on initial design concepts and strategic approaches. 

Activities

  • Developed an engagement strategy designed to cater to both transient (quick, scan-based) and sustained (deep, focused) user attention patterns. 

  • Iterated 3 rounds of look & feel workshops to align on the new design language and branding.

  • Designed and prototyped key user journeys for the proof of concept, focusing on key experiences: liveblog, premium articles, homepage, standard articles, and a new vertical short-form video format.

  • Conducted qualitative user interviews with 8 participants, using a non-interactive prototype to test the POC and gather feedback. 

  • Refined the advertising and monetization strategy, considering the impact of scroll depth, ad placement, and overall user experience. 

«The design give me the feeling that Blick is up-to-date with how we (younger generation) want to consume news.»

Ben, Blick reader, age 20

Frameworks

  • Applied the Jobs To Be Done (JTBD) framework to map user behavior and needs to tangible design solutions and prioritize features.

  • Fasclitated look & feel workshops that explored the visual and emotional design of the new experience.

  • Structured the product's information architecture and design language into a system of templates, modules, and components.

Outcomes

  • Delivered a north star vision, including a repository with 15 distinct template variations and over 100 reusable modules and features. 

  • We settled on a design language direction and decided on key visual elements that would be used consistently across the new product.

  • User research insights from the POC testing were synthesized and categorized in different themes. 

  • We validated that features such as data-rich content modules for sports, Instagram Reels-style vertical short-form videos, community highlight components, and AI-generated supporting content sparked user interest and engagement. 

  • Refined the ad placement strategy by recommending limiting ad units above the fold on mobile devices, adding new sticky ad formats on desktop, and integrating native advertising thoughtfully to minimize disruption.

Phase 2: Strategy & North Star Design (Proof of Concept)

With the insights from phase 1, we worked on establishing a clear north star vision for the redesigned Blick.ch product. We worked out a new user engagement strategy, and did several workshops to work out a new look and branding for Blick. A key goal was a proof of concept (POC), which was designed and validated through user testing to gather feedback on initial design concepts and strategic approaches. 

Activities

  • Developed an engagement strategy designed to cater to both transient (quick, scan-based) and sustained (deep, focused) user attention patterns. 

  • Iterated 3 rounds of look & feel workshops to align on the new design language and branding.

  • Designed and prototyped key user journeys for the proof of concept, focusing on key experiences: liveblog, premium articles, homepage, standard articles, and a new vertical short-form video format.

  • Conducted qualitative user interviews with 8 participants, using a non-interactive prototype to test the POC and gather feedback. 

  • Refined the advertising and monetization strategy, considering the impact of scroll depth, ad placement, and overall user experience. 

«The design give me the feeling that Blick is up-to-date with how we (younger generation) want to consume news.»

Ben, Blick reader, age 20

Frameworks

  • Applied the Jobs To Be Done (JTBD) framework to map user behavior and needs to tangible design solutions and prioritize features.

  • Facilitated look & feel workshops that explored the visual and emotional design of the new experience.

  • Structured the product's information architecture and design language into a system of templates, modules, and components.

Outcomes

  • Delivered a north star vision, including a repository with 15 distinct template variations and over 100 reusable modules and features. 

  • We settled on a design language direction and decided on key visual elements that would be used consistently across the new product.

  • User research insights from the POC testing were synthesized and categorized in different themes. 

  • We validated that features such as data-rich content modules for sports, Instagram Reels-style vertical short-form videos, community highlight components, and AI-generated supporting content sparked user interest and engagement. 

  • Refined the ad placement strategy by recommending limiting ad units above the fold on mobile devices, adding new sticky ad formats on desktop, and integrating native advertising thoughtfully to minimize disruption.

Countless App Store reviews mentioning the missing Dark Mode after launching the redesign.

Countless App Store reviews mentioning the missing Dark Mode after launching the redesign.

Phase 3: Internal Design and Engineering Take-Over

Collaborative design and engineering efforts started, involving the external agency, and focusing on translating the strategies and designs into a functional platform. Due to challenges in meeting deadlines and managing technical complexities, a decision was made to internalize the design and engineering work from this point forward. Blick gained full control over project outcomes, mitigated risks, and improved overall efficiency.

Activities

  • Initially collaborated with the agency’s engineering team, having daily sync meetings, pull requests (PRs), and architectural alignment. 

  • Migrated design and engineering work in-house to improve control over timelines, mitigate risks, and enhance project efficiency. 

  • Established internal collaboration processes with defined roles and responsibilities, daily communication, and transparent feedback channels. 

  • Conducted continuous alignment between the engineering, product, and design. 

  • Focused on the design handoff throughout the development process, having consistent annotations and sticking to the design system.

Frameworks

  • Adopted a Storybook-first approach for the development and documentation of UI components, ensuring consistency and reusability. 

  • Modular architecture for both Android and iOS platforms for widgets, creating reusable and independently testable UI components. 

  • Started the agile sprint process with milestones to deliver the project on time.

Outcomes

  • Established internal documentation and processes to fully take over the design and dev work from the agency.

  • Ran internal design handoff process with tight communication between the design lead and engineering across web, iOS, and Android.

  • Used the new Figma design system to deliver consistent handoffs and detailed annotations.

  • Delivered an increase in the Lighthouse performance score from 73 to 92.

Phase 3: Internal Design and Engineering Take-Over

Collaborative design and engineering efforts started, involving the external agency, and focusing on translating the strategies and designs into a functional platform. Due to challenges in meeting deadlines and managing technical complexities, a decision was made to internalize the design and engineering work from this point forward. Blick gained full control over project outcomes, mitigated risks, and improved overall efficiency.

Activities

  • Initially collaborated with the agency’s engineering team, having daily sync meetings, pull requests (PRs), and architectural alignment. 

  • Migrated design and engineering work in-house to improve control over timelines, mitigate risks, and enhance project efficiency. 

  • Established internal collaboration processes with defined roles and responsibilities, daily communication, and transparent feedback channels. 

  • Conducted continuous alignment between the engineering, product, and design. 

  • Focused on the design handoff throughout the development process, having consistent annotations and sticking to the design system.

Frameworks

  • Adopted a Storybook-first approach for the development and documentation of UI components, ensuring consistency and reusability. 

  • Modular architecture for both Android and iOS platforms for widgets, creating reusable and independently testable UI components. 

  • Started the agile sprint process with milestones to deliver the project on time.

Outcomes

  • Established internal documentation and processes to fully take over the design and dev work from the agency.

  • Ran internal design handoff process with tight communication between the design lead and engineering across web, iOS, and Android.

  • Used the new Figma design system to deliver consistent handoffs and detailed annotations.

  • Delivered an increase in the Lighthouse performance score from 73 to 92.

Countless App Store reviews mentioning the missing Dark Mode after launching the redesign.

Countless App Store reviews mentioning the missing Dark Mode after launching the redesign.

Phase 4: Beta Testing

Approaching the public launch, the project underwent two beta testing phases. An initial family & friends beta with internal stakeholders and trusted external testers, followed by an open beta to get feedback from real users. The goals were to ensure product quality, identify technical and content-related issues, and refine usability based on real-world interactions before the full public rollout. 

Activities

  • Launched a family & friends beta phase to get early feedback from a controlled group and to gain internal acceptance for the new platform.

  • Rolled out an open beta to real users to analyze user behavior patterns, test technical stability under increased traffic, and receive general feedback. 

  • Collected and categorized user feedback regarding bugs, design inconsistencies, overall usability, visual design appeal, and system performance.

  • Qualitative testing of key user interactions with different templates and modules, as well as embedded CSAT surveys to get a holistic user sentiment.

Frameworks

  • An iterative user feedback loop, getting qualitative and quantitative insights first from a targeted group and then from the real user base. 

  • Phased rollout approach for testing, which allowed iterative improvements and risk mitigation.

  • Conducted usability testing during both beta phases to identify and document UX weaknesses and areas for improvement of key interactions.

Outcomes

  • The family & friends beta built trust and provided early feedback from a controlled environment, which contributed to internal confidence. 

  • During the open beta phase, we didn’t discover significant technical issues and gained confidence for the official launch. 

  • Minor technical issues, content-related challenges, and UX weaknesses were identified and addressed based on the feedback from both beta phases. 

  • Gained insights into user behavior patterns and actionable feedback from the user base, which informed final optimizations before launch. 

  • Learned that while internal feedback is valuable, it can differ from actual user needs. The open beta provided more representative data and broader perspectives.

Phase 4: Beta Testing

Approaching the public launch, the project underwent two beta testing phases. An initial family & friends beta with internal stakeholders and trusted external testers, followed by an open beta to get feedback from real users. The goals were to ensure product quality, identify technical and content-related issues, and refine usability based on real-world interactions before the full public rollout. 

Activities

  • Launched a family & friends beta phase to get early feedback from a controlled group and to gain internal acceptance for the new platform.

  • Rolled out an open beta to real users to analyze user behavior patterns, test technical stability under increased traffic, and receive general feedback. 

  • Collected and categorized user feedback regarding bugs, design inconsistencies, overall usability, visual design appeal, and system performance.

  • Qualitative testing of key user interactions with different templates and modules, as well as embedded CSAT surveys to get a holistic user sentiment.

Frameworks

  • An iterative user feedback loop, getting qualitative and quantitative insights first from a targeted group and then from the real user base. 

  • Phased rollout approach for testing, which allowed iterative improvements and risk mitigation.

  • Conducted usability testing during both beta phases to identify and document UX weaknesses and areas for improvement of key interactions.

Outcomes

  • The family & friends beta built trust and provided early feedback from a controlled environment, which contributed to internal confidence. 

  • During the open beta phase, we didn’t discover significant technical issues and gained confidence for the official launch. 

  • Minor technical issues, content-related challenges, and UX weaknesses were identified and addressed based on the feedback from both beta phases. 

  • Gained insights into user behavior patterns and actionable feedback from the user base, which informed final optimizations before launch. 

  • Learned that while internal feedback is valuable, it can differ from actual user needs. The open beta provided more representative data and broader perspectives.

Countless App Store reviews mentioning the missing Dark Mode after launching the redesign.

Countless App Store reviews mentioning the missing Dark Mode after launching the redesign.

Phase 5: Release

The final rollout was planned and executed. We did a “silent go-live” first, designed to test the systems under real-world load conditions. This step prepared the way for the real launch. This approach allowed for any last-minute fixes to be conducted within a controlled environment before full public exposure. 

Activities

  • Successfully executed a “silent go-live” to troubleshoot the platform and evaluate system performance. 

  • Finalized and implemented all user flows and visual designs related to user onboarding and the promotion of the new Blick.ch experience across various touchpoints. 

  • Communicated with the newsroom and other key stakeholders regarding the launch plans, timelines, and any necessary procedural adjustments. 

  • Updated all assets, including app store screenshots and descriptions, and promotional messaging across all channels to reflect the new launch.

  • Launched the new product across web, iOS, and Android.

Frameworks

  • Strategic phased go-live approach to mitigate risks, ensure system stability, and allow for adjustments. 

  • Detailed process with a playbook, ensuring that all steps were clearly defined, assigned, and executed. 

  • Collaborative approach throughout the release phase, involving development, marketing, newsroom, and UX design.

Outcomes

  • Ran a smooth “silent go-live” and the teams familiarized themselves with the go-live playbook. 

  • A critical rollback scenario was tested as part of the process, increasing stakeholder confidence. 

  • User onboarding flows and promotional materials were implemented. 

  • Successfully launched the redesigned Blick.ch platform to the public.

Phase 5: Release

The final rollout was planned and executed. We did a “silent go-live” first, designed to test the systems under real-world load conditions. This step prepared the way for the real launch. This approach allowed for any last-minute fixes to be conducted within a controlled environment before full public exposure. 

Activities

  • Successfully executed a “silent go-live” to troubleshoot the platform and evaluate system performance. 

  • Finalized and implemented all user flows and visual designs related to user onboarding and the promotion of the new Blick.ch experience across various touchpoints. 

  • Communicated with the newsroom and other key stakeholders regarding the launch plans, timelines, and any necessary procedural adjustments. 

  • Updated all assets, including app store screenshots and descriptions, and promotional messaging across all channels to reflect the new launch.

  • Launched the new product across web, iOS, and Android.

Frameworks

  • Strategic phased go-live approach to mitigate risks, ensure system stability, and allow for adjustments. 

  • Detailed process with a playbook, ensuring that all steps were clearly defined, assigned, and executed. 

  • Collaborative approach throughout the release phase, involving development, marketing, newsroom, and UX design.

Outcomes

  • Ran a smooth “silent go-live” and the teams familiarized themselves with the go-live playbook. 

  • A critical rollback scenario was tested as part of the process, increasing stakeholder confidence. 

  • User onboarding flows and promotional materials were implemented. 

  • Successfully launched the redesigned Blick.ch platform to the public.

Countless App Store reviews mentioning the missing Dark Mode after launching the redesign.

Countless App Store reviews mentioning the missing Dark Mode after launching the redesign.

Conclusion

The Blick.ch redesign overhauled both the user experience and the technical foundation of the news platform. Thanks to the initial research and audit, strategic north star definition, iterative design, and agile development, the project addressed long-lasting core issues such as low user engagement and a homepage-centric user journey. The redesigned platform was launched smoothly and on schedule, establishing a robust and scalable foundation for future improvements, increased personalization, and continued innovation in content delivery.

Current Status

  • The new Blick.ch experience has been live since September 2024. 

  • Metrics are continuously being monitored and evaluated to understand the new user engagement with the product.

  • We are fixing minor bugs, usability issues, or edge cases reported by users.

  • The new experience caused a significant drop in video views, which we are investigating.

Lessons Learned

  • Early and continuous involvement of stakeholders through workshops and regular updates was important to build trust and get buy-in, but often led to design-by-committee decision.

  • Close and transparent collaboration between design, product management, and engineering streamlined handoff processes, which led to higher development efficiency, and created a strong bond between designer and engineers.

  • Establishing a baseline for metrics when doing a full redesign was almost impossible. This led to challenges in analyzing KPIs and the performance of the new user experience.

  • A staggered, iterative release of new features would have helped understanding user behavior and  KPI changes.

  • Plan and communicate the onboarding process and design early. The workload for design significantly spiked in the last phase because key stakeholders had different perspectives on the onboarding of the new experience.

Next Steps

  • Since the launch, we encountered a significant drop in video views, which we are investigating through user research and technical analysis.

  • The redesign achieved feature parity across our web, iOS, and Android. We are now evaluating a new strategy to convert certain user segments to native apps.

  • The new vertical short-form video feature experience is being evaluated and improved because user engagement is lower than expected.

  • Dark mode was initially in the scope of the redesign, but was postponed due to resource and time constraints. We are now working on its implementation.

  • The advertising market has slowed down since the launch. The ad monetization strategy is being evaluated, trying to achieve a balance between increased revenue and maintaining a non-intrusive user experience.

Conclusion

The Blick.ch redesign overhauled both the user experience and the technical foundation of the news platform. Thanks to the initial research and audit, strategic north star definition, iterative design, and agile development, the project addressed long-lasting core issues such as low user engagement and a homepage-centric user journey. The redesigned platform was launched smoothly and on schedule, establishing a robust and scalable foundation for future improvements, increased personalization, and continued innovation in content delivery.

Current Status

  • The new Blick.ch experience has been live since September 2024. 

  • Metrics are continuously being monitored and evaluated to understand the new user engagement with the product.

  • We are fixing minor bugs, usability issues, or edge cases reported by users.

  • The new experience caused a significant drop in video views, which we are investigating.

Lessons Learned

  • Early and continuous involvement of stakeholders through workshops and regular updates was important to build trust and get buy-in, but often led to design-by-committee decision.

  • Close and transparent collaboration between design, product management, and engineering streamlined handoff processes, which led to higher development efficiency, and created a strong bond between designer and engineers.

  • Establishing a baseline for metrics when doing a full redesign was almost impossible. This led to challenges in analyzing KPIs and the performance of the new user experience.

  • A staggered, iterative release of new features would have helped understanding user behavior and  KPI changes.

  • Plan and communicate the onboarding process and design early. The workload for design significantly spiked in the last phase because key stakeholders had different perspectives on the onboarding of the new experience.

Next Steps

  • Since the launch, we encountered a significant drop in video views, which we are investigating through user research and technical analysis.

  • The redesign achieved feature parity across our web, iOS, and Android. We are now evaluating a new strategy to convert certain user segments to native apps.

  • The new vertical short-form video feature experience is being evaluated and improved because user engagement is lower than expected.

  • Dark mode was initially in the scope of the redesign, but was postponed due to resource and time constraints. We are now working on its implementation.

  • The advertising market has slowed down since the launch. The ad monetization strategy is being evaluated, trying to achieve a balance between increased revenue and maintaining a non-intrusive user experience.