Overview

BuzzFeed Quizzes are known all over the internet, spawning plenty of renown and copycats. They were also built for an era of laptops and distribution via social media.

Our mission was to re-engage younger audiences by overhauling the entire lifecycle of a quiz—from how creators build them to how users consume and share them across social platforms.

My Influence

I led the design strategy to modernize BuzzFeed’s most iconic product, to reclaim our position as the gold standard for quizzes in an increasingly crowded market and bringing people back to our website.

• Pivoted to a ‘Prototype-First’ Culture: I partnered with leadership on how our design, product, and engineering teams collaborated. By testing high-fidelity prototypes before official kickoffs, we cut through planning bloat and shifted our energy toward shipping proven ideas.

• Championed Mobile-First Design: Recognizing that 90% of our traffic was mobile, I moved us away from legacy scrolling to a card-based format. This didn't just look better; it stabilized the web experience and significantly reduced crash rates.

• Drove High-Growth Formats: I led the design for launching new formats such as Timed Trivia Quizzes which tripled our retake rates. By focusing on metrics like shares-per-quiz, retake rates, and RPM, we’re turned micro-moments into a measurable business driver.

• Unified a Muddled Brand: I facilitated a time-sensitive collaboration between design, editorial, and social media stakeholders to build a fresh, cohesive identity that felt relevant to a new generation of quiz lovers.