Users coming into their own in today’s media-rich environment have built up insatiable appetites for content. There is so much competition for our attention, and so many places to consume content, we’ve become spoiled. We’ve created a world of instant gratification.
As such, Yahoo was looking for new ways for visitors to interact with content. Additionally, they requested a high level of personalization and social engagement. We chose to create user experiences that leverage people’s tendency to define themselves, and bond with others, based on the content they consume every day.