Designing a better reading experience with Matter: A Sense of Belonging

Designing a better reading experience with Matter: A Sense of Belonging

In the era of digital content consumption, the act of reading online encompasses various behaviors. From deciding what to read to the actual reading process and what we do with the acquired knowledge afterwards, there are several factors at play. As a longtime user of read-it-later apps like Pocket, I have witnessed the evolution of these platforms. However, the first generation of such apps lacked certain smart features, such as prioritization, resurfacing, and decay.

Jeff Bezos once emphasized the importance of focusing on needs that won't change. Looking ahead, it is clear that the supply of great content will continue to rise, attention will always be scarce, and making informed decisions about what to read will remain crucial. Trust plays a significant role in this decision-making process, and people tend to trust other people. With this in mind, my co-founder Rob Mackenzie and I made a conscious decision to elevate writers as first-class citizens in our reading platform, Matter. We believe that good curation, highlighting overlooked gems, is invaluable in the online reading experience.

While the online world is heavily biased towards new content, it is essential to recognize the value of older, timeless pieces. Although what's new is undeniably important, our team at Matter aims to strike a balance and serve as a counterweight to the overwhelming bias towards newness. Our goal is to deliver relevant and manageable content to users, exploring the vast design space available to us.

Newsletters have flourished in recent times, representing the golden age of this form of communication. However, the traditional email inbox is not an ideal reading space. People typically want to clear their inbox quickly, rather than spending more time there. Additionally, the inability to highlight or annotate content further limits the reading experience. At Matter, we understand the importance of highly reliable parsing and are continually incorporating advanced techniques like natural language processing (NLP) and computer vision to enhance accuracy.

Moreover, as audio consumption becomes increasingly popular, we recognize the need to cater to this mode of engagement. With the rise of convenient audio hardware, people are dedicating more time to listening. As a response to this trend, we introduced "audio highlights" in Matter. Users can now highlight passages while listening without even opening their phones, simply by triple-tapping their Airpods or pressing both volume buttons simultaneously.

In terms of user experience, we have also implemented a feature called "minimaps." By performing a two-finger tap on an article, users can access a miniaturized version, enabling quick scanning of headers and easy navigation. Inspired by video games and code editors, this feature offers a unique and efficient way to engage with content.

At Matter, our core users are what we refer to as "active" readers. These individuals not only read extensively but also curate their information diets with intentionality. They have favorite writers, subscribe to newsletters, and explore lesser-known blogs. Our ultimate aim is to increase the return on investment (ROI) of reading. We want to empower people to extract more insights, knowledge, and even thrill from the time they invest in reading.

Moving beyond the realm of reading experience, the concept of belonging in the digital age is increasingly relevant. For thousands of years, communities were determined by geographical proximity. However, the advent of mobile phones and the internet has shattered those constraints, opening up unprecedented access to knowledge, markets, opportunities, and people. As a result, a new dynamic has emerged: "It used to be that people were born as part of a community, and had to find their place as individuals. Now people are born as individuals and have to find their community."

Product-led communities have gained prominence, centering around a product or service that helps individuals achieve valuable outcomes. With the decline in religious commitments, people are seeking alternative sources of belief and belonging. Millennials and Gen Zers, in particular, engage less frequently in traditional forms of civic participation and volunteering. However, they are comfortable forging relationships online, even if they are solely or primarily digital.

Today's consumers actively seek out brands that align with their values and take a stand on social issues they care about. The advertising landscape often interrupts the user experience, while design choices prioritize frequent usage and increased clicks. Furthermore, platforms constantly strive to gather more user data over time.

Amidst this backdrop, authentic communities play a vital role in fostering trust, safety, and belonging. They are essential for the well-being of individuals, neighborhoods, companies, and democracies. By creating spaces that offer a sense of community, where people can connect with others who share their interests and values, we can cultivate a stronger sense of belonging in the digital age.

In conclusion, when it comes to designing a better reading experience, platforms like Matter are revolutionizing the way we consume online content. By prioritizing curation, highlighting overlooked gems, and incorporating features like audio highlights and minimaps, they aim to enhance the ROI of reading. Simultaneously, the concept of belonging has evolved in the digital age, with product-led communities and online connections playing a crucial role in fulfilling the need for belief and community. To thrive in this landscape, brands must prioritize authenticity and purpose, offering users a sense of trust and belonging.

Three actionable pieces of advice for individuals and brands navigating this digital landscape are:

1. Prioritize curation: Take the time to curate your information diet by subscribing to newsletters, following favorite writers, and exploring lesser-known sources. This will help you discover valuable content that may be overlooked by algorithms.
2. Embrace audio consumption: With the rise of convenient audio hardware, consider incorporating audio content into your reading routine. Whether it's through podcasts, audiobooks, or audio highlights, this mode of consumption offers a convenient and immersive experience.
3. Foster authentic communities: Seek out online communities that align with your interests and values. Engage in discussions, forge meaningful connections, and contribute to the health of these communities. Remember that authenticity and trust are crucial in cultivating a sense of belonging.

In the ever-evolving digital landscape, designing a better reading experience and fostering a sense of belonging go hand in hand. By embracing these principles and taking actionable steps, individuals and brands can navigate the online world with purpose and fulfillment.