Cracking digital news consumption:
Understanding how the discerning audience stay informed.
A digital media house identified a promising opportunity to serve entrepreneurs, C-suite executives, and discerning individuals who consume news not merely as part of their daily routine but as a strategic tool to drive informed decision-making in their work.
It was necessary to understand their unique needs and consumption behaviors and craft a tailored product that they would value and love.
Business Goal 2: Create a subscriber base
Research Objective: Understand the motivations, preferences, and decision-making processes of potential subscribers to design effective features.
Foundational | Generative Research
Timeline: 2 weeks
Total participants: 10
Methods used: Interviews, Survey, Shadowing, Usability Testing
Business Goal 1: Product diversification
Research Objective: Explore user demand for new content categories, features, or formats that align with their professional needs and preferences.
Proto User PersonaPhase 1: Discovery and Define
Understanding digital journalism: Explored industry trends and competitor strategies to identify opportunities.
Proto-User Persona: Formed surface-level understanding about behaviors, preferences, and needs of potential users.
Phase 2: Recruitment, Data collection and Analysis
Participants were carefully screened to confirm their relevance and eligibility, ensuring they aligned with the target audience criteria.
Recruitment was conducted through multiple channels to ensure diversity and prevent overrepresentation from any single source.
Utilised a combination of qualitative and quantitative methods to gather balanced insights.
Phase 3: Synthesis and Ideation
Developed user scenarios, and journey maps.
Sketched feature ideas, and initial wireframes.
Phase 4: Usability Testing and Feedback
Tested mockup app with target users to evaluate usability and gather feedback.
Iterated on designs based on user input to refine the experience.