KIMBERLY

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KIMBERLY

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AR FILTER

Context & Goals

Reimagining a flagship experience

One of Pew’s most visited digital touchpoints is the Political Typology Quiz, a tool that helps people see where they fall on the political spectrum. While the quiz has long been a staple on our website, it was designed for a desktop audience and hadn’t evolved alongside new modes of engagement.


Our challenge was to modernize this experience for a new generation — making it interactive, social, and shareable. The solution: an AR filter that gamified the quiz and brought our research into people’s hands in a fresh, playful way.

Our challenge was to modernize this experience for a new generation — making it interactive, social, and shareable. The solution: an augmented reality filter that gamified the quiz and brought our research into people’s hands in a fresh, playful way.

Meeting audiences where they are

Meeting audiences where
they are

We designed this experience for Pew’s growing social media audience on Instagram and Facebook. These are individuals — both followers and passive scrollers — who may never visit our website but actively consume content on their feeds. Our own data shows that young adults increasingly turn to social platforms for news and information. By building this filter in Meta Spark, we tapped directly into those behaviors and created a path for discovery that felt native to their daily routines.

My role and collaboration

I co-led the design of the user journey, ensuring the experience felt intuitive and rewarding enough to retain people through completion. Early in the process, I partnered with our Lead Engineer to prototype interactions, test different flows, and explore how motion could enhance engagement. I designed the interactive progress bar, which embeds the user into the game in hopes of keeping them engaged. Once we had a strong foundation, we worked with a designer to create icons and graphics.

Pain PointS

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