F.A.Z. APPETIZER - Instant Personalization
2020 Finalist

F.A.Z. APPETIZER - Instant Personalization

Frankfurter Allgemeine Zeitung GmbH

Frankfurt, Germany

Category Product Development

Overview of this campaign

F.A.Z. APPETIZER - Personalization on the 1st level


The situation:

The user is confronted with a steady news stream: 

24 h a day

365 days a year

with more thn 150 updates a day.


The goal:

How can we convince you in a compact and relevant way every day?


Our solution:

F.A.Z. APPETIZER - automated, personalized, instantly delivered


“We have learned what you want to know - instantly” 

The FAZ KI Algorithm „Discover” forms the basis for the composition of the personal FAZ Appetizers.

He is trained to predict the individually relevant topics after only 2 sessions.

FAZ Appetizer directly and clearly recognizably serves the user the appropriate articles.


The direct visibility of the result of the personal selection is very important. For this reason, the FAZ Appetizer is graphically and structurally an independent format.

And is located directly on the start page.


Results for this campaign

Instant Personalization - fully automated

Based on AI Technology the new tool characterizes of the user needs, selects suitable content and combines it to the F.A.Z. APPETIZER.


Serving the F.A.Z. APPETIZER

The Appetizer is served in multiple UI versions and is very easy to consume. With Usertests and a/b testing we improve the UI to a very lean and clear user experience.


Personalization on the first level

Placed on the frontpage, directly after current top stories, the appetizer content is located on the second view, and takes place in the most relevant area of the news stream.



Increase the density of use for low and medium engaged users with Increasing the relevance of the homepage in the first view ports



The density of use is increasing: +60%





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