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Service design for journalism and contents April 28th, 2016 Service Design Drink
Service design for journalism and contentsApril 28th, 2016
Service Design Drink
Marco Pesani Experience Architect
@marcopesani
Valeria Grauso Senior Service Designer
@MelavsMela
We are Sketchin team
Our experience
6mil unique users each day
Currently live
We are going to talk about
Role and responsibilities of the service designer when working for a newspaper.
Some practical tip-&-tricks to deal with complex editorial projects.
Be part of the conversation, your questions will be answered!
We want to talk with you today
Annotate your questions for the final Q&A
for now
on your notebook
for now or later for now or later
@sketchin #sketchintalks #sddmilan
@sketchindesign #sketchintalks #sddmilan
The project
Eco di Bergamo
- 40% population daily reach
- 50+ journalists in the newsroom
- Valuable historical heritage
- A complex ecosystem of products
- Social and economical role
The relevance of a local newspaper
District newspapers locally outsell national ones by 5 to 1.
A local newspaper is an important economy accelerator.
Its brand reputation is established by delivering quality information and enabling small and medium businesses to communicate with the population.
The problem
Struggling to find new revenue sources
Understand how the population use the news and feel about local information.
Define a strategy to enlarge their audience.
Help the newsroom to improve the content production flow.
01. 02. 03.
Project goals
Approfondisco la sera su pc cercando su Google le
parole chiave relative alla notizia
Da Google scelgo in base alla pertinenza del titolo e all’immagine relativa.
Sull’Eco sfoglio le pagine nazionali velocemente e mi
soffermo solo sulle notizie che mi interessano
Approfondisco leggendo la notizia dettagliata sul
giornale
ABITUDINE
RICERCA FRUIZIONE
CONDIVISIONE
A volte leggo i giornali nazionali (Corriere, il
Giorno)
La politica fa solo venire il nervoso... come la girano ti fregano sempre!
L’Eco è un buonissimo giornale a livello locale, ma per il resto è troppo generico.
Parte del mio tempo libero lo trascorro al pc sui social
e giocando
L’Eco in casa non è mai mancato, fa parte della mia tradizione.
Ho molto rispetto per la carta, sfoglio il giornale con la massima cura per non rovinare le pagine.
CREAZIONEDELL’INTERESSE
IDENTIFICAZIONEDELLA NOTIZIA
Leggo l’Eco tutti i giorni, al bar oppure lo
compro e lo leggo a casa
Sull’Eco leggo subito la cronaca della città e le
notizie sull’Atalanta
APPROFONDIMENTO
La TV è quasi sempre in sottofondo mentre faccio altro.
MI interessano sconti e offerte, utilizzo molto
Groupon
Certo che tifo Atalanta... son bergamasco!”
Il TG e i giornali offrono spunti di confronto e discussione con gli altri.
Mi piacerebbe imparare a usare meglio le nuove tecnologie.
Il giornale me lo godo più del TG: posso leggerlo, rileggerlo e studiarmelo bene.
Preferisco il cartaceo, ma se non c’è leggo il sito o guardo i TG.
Ho molti interessi su cui mi piace tenermi aggiornato e attivo.
Guardo i commenti alle partite su Mediaset
Premium e Bergamo TVHo utilizzato Kauppa per
servizi specifici
Kauppa è comodo, ha prezzi molto vantaggiosi.
Compro L’Eco quando so che
c’è uno speciale o un inserto che
mi interessaAscolto la radio in auto e al lavoro
Seguo i TG durante il giorno
CREAZIONEDELL’OPINIONE
Commento le notizie che leggo con i miei amici
Mi piace confrontarmi con i miei famigliari per capire
meglio e approfondire
Uso il telefono per condividere le foto con i
miei amici
Leggo di feste e avvenimenti in
zona sull’Eco
- Research report
- Strategic report
- Customer journey maps that describe the fruition of the information per personas
Final deliverables
Editorial project goals
Content distribution
Content production
Information retrieval
Editorial ecosystem
The goal is to improve the main aspects of the ecosystem.
Content distribution
Content production
Information retrieval
A matter of touchpoint
Content distribution
Content production
Information retrieval
A matter of newsroom efficiency
Content distribution
Content production
Information retrieval
A matter of permeation
How to measure project’s success
SalesAudience reach Brand reputation
KPI: Circulation of the newspaper that is considering the amount of people reading it per day (Audipress).
KPI: Net-promoter score.
KPI: Revenues that is considering the sum of sold pieces and amount of sold advertisement.
Structure of the project
Assess Understand Define Design
Structure of the project
Newspaper Reader
The project
A two-sided work Assessments, research and design always have to be conducted reader’s side and publisher side.
Assess Understand Define Design
- Content creation process
- Political relations inside newsroom
The news quality strongly depends from the content creation process. It starts with the way the information is collected and it ends with how the contents are published.
Assessment findings
In order to guarantee journalists independence, the newsroom is highly regulated, this increases the complexity of the project on a political standpoint.
Assessment findings
Assess Understand Define Design
- Reader’s goal
- Reader’s behaviour
- Competitive landscape
- Constraints
Research insight
The “Hindsight” bias
Hindsight bias is the effect whereby people think that past events were predictable, or at least more predictable than they actually were.
People strives for information to feel safe
The “Illusion of Control” bias
The illusion of control is the tendency for people to overestimate their ability to control events.
Research insight
1. Emotional 2. Social 3. Practical- care for loved people - feel safe
- have conversation topics - have an opinion
- solve specific problems - obtain information
News fruition is related to entertainment and is mostly time-based.
Research insight
Research insight
People compare information to create a personal version of the truth
Assess Understand Define Design
Converge all the information and data
collected
Personas
Cluster behaviours to understand people’s interests and activities.
Specific constraints of the editorial sector have emerged in the assessment phase:
1. Newsroom hierarchy and regulations 2. Newsroom tools and skills 3. Content rights
Editorial sector constraints
Define: a research synthesis
Research findings & insights Internal constraints & needs
+
Path to develop a design solution
Assess Understand Define Design
Create multi-purpose touchpoint
Start from the existing newsroom organization.
Internal service planning
Front stage planning
Adapt the front stage to readers behaviours.
Content planning
Use the customer journey to define the role & format of the content.
Customer journey definition
Read the customer journey as a marketing funnel to take strategic decision.
Publish Produce
Measure
Project development
Provide daily support to the journalists in order to iteratively improve their workflow.
Summing it up…
Learned lesson
Valeria have learned that……it is crucial for the success of the project for the publishing sector, to deeply understand the processes and the needs of the publishing machine and its regulated environment.
Learned lesson
Marco have learned that…… a newspaper does not only have an informational purpose but also an economic and social one. Therefore the redesign of the news production process has to take great care of the impact of political and human factors.
Learned lesson
What have you learned?
Doubt
Something not clear yet?
Question
Want to go deeper on something?
Make it your treasure and try it out in your next project!
Be part of the conversation, your questions will be answered!
Let’s talk
Keep the conversation together
Q&A for now or later for now or later
@sketchin #sketchintalks #sddmilan
@sketchindesign #sketchintalks #sddmilan
