product concept
A design concept for a competition prompt from The New York Times. When it comes to news literacy, we believe awareness leads to action. Rumi is an educational tool that empowers readers and gives them the freedom to investigate any piece of journalism carefully, and thoroughly on their own. Our goal is to create an accessible tool that will make critical reading in the digital age, second nature.
Bill Chien
Design, Animation
Design, Copywriting
Rumi Concept Video
The concept of Rumi takes form in a web extension / web app, which has three unique news literacy tools. Its accessibility allows readers to easily analyze any online article, starting with a single click.
One Click, Zero Distraction
When a reader launches Rumi, they immediately enter a focused reading environment without distractions. Consider this as Readers Mode 2.0.
Notes allows the reader to highlight and annotate freely. This will activate their critical thinking skills, and help them better recall evidence when needed.
Probe acts as a guide to help the reader define the type of article they are reading by asking thought-provoking questions.
Filter puts the power of advanced AI technology in the hands of the reader. It reveals the amount of evidence and speculation in an article.
Save the Work
The reader can choose to save their hardwork as PDFs, which will include all of their notes and selections.
Behinde the Scene
We chose this brief for its focus on tackling an important topic — news literacy, the ability to distinguish news and opinion and critically evaluate information in the digital age.The notion of helping readers equip such an important skill made it the most meaningful brief amongst the others.

Since our idea was a product, it was not fitting as an marketing concept, which was the original ask. We were still very happy to receive this award.

Lucy designed the logo mark, and she never really did one before this project!
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