Ellipsis 2: From Legacy Tool to Scalable System
About the project
Date:
Aug 29, 2025
Client:
The Washington Post
Background
The Washington Post’s Universe accounts reach over 2.2 million viewers daily across TikTok, YouTube Shorts, and Instagram Reels. Despite this success (including two Webbys in 2025 and seven since 2019), there was no consistent way to access this content on WP-owned platforms, making it difficult for users to form habits around it.
A centralized home for vertical videos
To close that gap, I was tasked with creating a dedicated, scrollable video tab within The Post app. The goal was to:
Increase visibility for dynamic, social-native content
Build user habits around video
Enhance overall app engagement
What’s in a name? More than you think
Stakeholders wanted to call the new tab WP Universe, but the name didn’t signal “video” to users. A navigation label shouldn’t need explanation, yet WP Universe required just that.
I tested ways to integrate the Universe brand through banners and onboarding, but the effort to educate users only highlighted the core issue: we were over-explaining. I worked with our UX content designer and design director to propose a simpler, one-word name aligned with our tab naming strategy and user expectations.
[Screenshots of earlier concepts]
Quick Decisions, Big Impact
This project was part of The Post’s Innovation Track, a strategy focused on rapid design, build, and test cycles. I had one week to design the Watch Tab, with engineers expected to ship the MVP in two. The compressed timeline meant every decision had to be high-impact and directly aligned with user needs. Naming clarity became the priority, alongside collaboration with stakeholders and content design.
Results
The Watch Tab launched on schedule with a clear, intuitive name that aligned with our navigation strategy. Most importantly, it drove measurable engagement:
21 videos per user on average (compared to just 4 across the rest of the app)
28% overall growth in video starts compared to the prior month
By advocating for clarity and designing for habit formation, the Watch Tab became a high-performing surface for video—and the first owned platform space to reliably showcase The Post’s fastest-growing format.
Next steps
The launch of the Watch Tab validated user appetite for a dedicated video space, but it also highlighted opportunities to make video even more central to the app experience.
Our next iteration focuses on:
Relocating the Watch Tab to the bottom navigation for easier, one-tap access—giving video parity with core app functions like Home and Sections.
Repositioning Search to maintain discoverability while freeing up prime real estate in the bottom nav.
Exploring personalized video feeds, leveraging user behavior to drive more relevant video recommendations over time.
These steps will allow the Watch Tab to evolve from an experimental feature into a core habit-building surface inside The Post app, reinforcing our strategy of integrating social-native storytelling directly into owned platforms.
“Concept: relocating Watch Tab to the bottom navigation while repositioning Search.” [Include screenshots]
“From day one, Meelo was incredibly organized and intuitive. She helped us translate a pretty complex product into a website that feels light, fast, and incredibly user-friendly.”
Jonas Erikkson
Head of Product, Snowlake Agency
My Role & Responsibilities
I led the design for the CMS redesign effort with a dual focus:
Creating intuitive, scalable patterns across core storytelling workflows
Establishing a design system branch tailored to internal tools
I worked closely with engineers, product managers, and editors to guide the design process end-to-end—from discovery and research to system-level thinking and high-fidelity design.
Research & Discovery
To ground the redesign in newsroom needs, I conducted:
User interviews with editors, producers, and reporters across departments
Surveys to uncover pain points in publishing workflows
Audit of legacy flows and components to identify inefficiencies and overlaps
We learned that users craved clarity, consistency, and the ability to move fast without feeling lost in the tool. They wanted smarter ways to collaborate and a CMS that reflected how modern teams really work.
IMAGE 1: Snapshot of research methods or interview script
Caption: Legacy Ellipsis was a rigid, single-user system that made collaborative editing nearly impossible. Editors relied on Slack, guesswork, and memory to coordinate changes.
Redesigning for Collaboration
We reimagined core workflows like editing, publishing, and story creation around flexibility and team collaboration:
Introduced clearer UI hierarchy and multi-column layout for context
Designed modular story building blocks that worked across formats
Prioritized accessibility, keyboard navigation, and editorial voice
New patterns emphasized transparency—so users could always see who changed what, when, and why.
We didn’t just improve usability; we changed the culture of how stories were built together.
Building a Parallel Design System
Because The Post’s existing design system (WPDS) was geared toward audience-facing products, it didn’t account for the editorial and administrative patterns our tools relied on. I led the creation of a sibling design library focused on internal CMS tooling.
This system included:
Reusable components for content editing, publishing states, and notifications
Guidelines for media-rich layouts, content previews, and metadata patterns
Systemized spacing, states, and hierarchy unique to editorial tooling
It was built with scalability in mind, allowing future features to plug in seamlessly.
Impact & Outcomes
Ellipsis 2 is now the foundation of The Post’s internal editorial workflow. It:
Reduced friction across teams by unifying tools and terminology
Enabled collaborative editing and real-time feedback loops
Established a flexible system to support everything from breaking news to evergreen content
Beyond the newsroom, these patterns will influence future versions of ArcXP, The Post’s commercial CMS offering. I’ll be consulting with ArcXP as they adapt our internal features for media clients globally.
Final Reflections
Shipping Ellipsis 2 wasn’t the finish line—it was the reset button. This project re-centered our newsroom tools around the editors, reporters, and producers who use them every day. Through collaboration, flexibility, and a commitment to systems thinking, we didn’t just modernize a CMS—we redefined what scalable storytelling infrastructure could look like at The Washington Post.
“When you design for scale, you’re not just building systems — you’re shaping how people work, create, and collaborate.”
<sub><i>Ellipsis 2 wasn’t just a redesign — it was a reset. One that re-centered our tools around the people who use them every day.</i></sub>