📌 Overview
MSN Mobile Web hadn’t seen a major update in years — it was running on legacy infrastructure, costing 7 digits annually to maintain, with no new features or fixes due to a lack of dev resources. As Product Manager, I led a full redesign of the MSN Mobile Web experience across 52 global markets, enhancing usability, reducing load times, and unlocking a unified strategy across web and app.
❓ The Problem
- Outdated UX/UI led to poor engagement and retention
- Legacy infrastructure was costly and fragile, with limited dev knowledge available
- Disjointed experiences between mobile web and mobile apps created friction
- Livesite issues were difficult and expensive to resolve
This created both a technical burden and a user experience gap — and an opportunity to rebuild with scalability in mind.
💡 The Solution
🔁 Unified Mobile Experience Strategy
Proposed using the same feed experience powering MSN iOS/Android apps for mobile web. This allowed us to adopt a one-mobile-experience approach — new features developed for app could scale instantly to mobile web.
📦 Modular, Market-Specific Design
- Introduced content modules tailored by region and AI-driven personalisation
- Adapted UI for right-to-left languages etc (Arabic, Hebrew)
- Ensured layout density for CJK etc (Chinese, Japanese, Korean)
- Aligned experience with regional data privacy laws (GDPR, China CSL)
- Ensure ad density and requirements between new and old experience
- Ensure contractual components are intact. (e.g. outlook mail entry points, bing auto suggestions)
📊 Data-Driven Iteration
- Ran A/B testing on layout variations, improving engagement by 3~5%.
- Used engagement, performance, revenue metrics to validate success.
🤝 Cross-Functional Delivery
- Collaborated with engineering, UX, legal, and market teams.
- Managed bi-weekly sprints and daily stand ups.
- Regularly presented progress and insights to executive leadership.
📈 The Impact
- ✅ Redesigned MSN Mobile experience across 52 markets
- ✅ +5% increase in user engagement
- ✅ 10% reduction in load time, boosting retention
- ✅ 7 digits saved annually by deprecating legacy infrastructure
- ✅ Rolled out AI-driven personalisation, greatly enhancing user relevance
- ✅ Maintained full compliance with global privacy regulations.
🧠 What I Did
- Defined and drove the end-to-end redesign strategy
- OnePager with mockups and requirements
- Advocated for tech reuse with the native app team to unify efforts
- Led the global rollout across design, dev, market, and legal stakeholders
- Monitored KPIs and implemented A/B testing for continuous refinement
- Aligned localisation, privacy, and market-specific UI adjustments at scale
🔍 Key Learnings
A redesign is more than just visuals — it’s a chance to realign strategy, reduce cost, and unify platforms. This project showed how leveraging existing assets, understanding market differences, and prioritising global scalability can create long-term value for both users and the business.