01Prototype
Simulate the new media
We designed GEO’s mobile version in Figma as an ultra-realistic prototype: every screen, transition and link wired so testers used it like the real app.
190+ screens, two complete journeys.
The client
GEO
Monthly travel, nature and discovery magazine, published in France by Prisma Media (Louis Hachette Group).
- Launched
- 1979
- Format
- Monthly + web
- Publisher
- Prisma Media
- Group reach
- 42M / month
GEO case study · The problem: A new mobile media. Which journey do readers actually prefer?
The challenge
GEO wanted to reinvent its mobile reading experience. Rather than guess, the new journeys had to be simulated and measured with readers before anything was built for the official app. One tool linked marketing, analysts and UX/UI designers around the same prototypes.
Mobile prototypeInfinite scroll readingQuizSlideshowsPlaylistsGuest journeySubscriber journeyBeta testersEye trackingUX KPIs
How we worked with GEO
From hypothesis to the official app.
Test first, build second. Every new screen and component earned its place in front of real readers before it reached the magazine’s app.
02Test
Measure real behaviour
200 to 300 beta users went through animated prototypes, with eye tracking recorded and feedback and UX KPIs collected in real time, to see whether the new journeys performed better.
Decisions based on what readers did, not on opinions.
03Ship
Validate, then ship
Once a variant proved itself, its components, design and journey moved into the official version of the magazine’s app.
Only proven journeys reached the app.
The prototype
A full app, simulated in Figma
- Guest journey: search result, first article, cookies, sign-up
- Subscriber journey: feed, discover, playlists, downloads
- Every tap leads somewhere real
Two complete iOS flows, guest and subscriber, with every screen linked. Testers could open an article from a search result, take a quiz, swipe a slideshow or build a playlist without ever hitting a dead end.
The tests
Eye tracking and KPIs on every journey
- Where do readers look first?
- Do they finish the article, the quiz, the slideshow?
- Is the new journey better than the current one?
200 to 300 beta users used the prototype while their eye movements were recorded and UX KPIs were tracked in real time. The feed alone went through 30+ iterations, so the team compared journeys on real behaviour.
The new reading experience
New design, new components
- Infinite scroll from one article to the next
- Quizzes, slideshows and playlists built into reading
- Subscribe, follow and share where readers already are
We proposed a new design and new reading components, including infinite scroll. The ones that performed in testing became part of the official version of GEO.
How it connects
From the test lab to the magazine’s app.
Figma prototypePrototype
190+ linked screensJourney variantsDesign
Guest and subscriberBeta testersTests
200+ users, eye trackingUX KPIsMeasure
Better journey or not
ComponentsDesign system
Quiz, slideshow, playlist
Infinite scrollReading
Article after article
Official GEO appProduction
Validated journeys onlyNoctuaDesign & tests
What we shipped
Ultra-realistic mobile prototype
Level 01 · PrototypeGEO’s mobile version simulated end to end in Figma, close enough to the real thing to test with readers.
Guest and subscriber journeys
Level 02 · JourneysTwo complete flows, from a search result to a subscription, from the feed to a downloaded article.
User tests with eye tracking
Level 03 · Research200 to 300 beta users, eye-tracking recordings and real-time UX KPIs to tell whether a journey is better or not.
New design and reading components
Level 04 · DesignInfinite scroll, quizzes, slideshows, playlists and a new visual direction, each in tested variants.
Validated work in the official app
Level 05 · ProductionThe components, design and journeys that performed were used for the official version of the magazine.
Tested with readers before it reached them.
GEO built its mobile version on journeys that had already proven themselves with readers, not on assumptions.
Beta users in real time200+
Feed iterations30+
Complete journeys compared2
Prototype screens190+
Not sure which journey works best?
Tell us what you want to test. Our assistant helps you frame it, then you choose: a 20-minute call, or a reply from the team by email.
