New App Redesign

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Challenge

With a voracious need to stay up-to-date, the readers of this major metro newspaper told us through feedback channels that our app was not meeting their needs. Research further told us that app satisfaction was key in retaining customers.

How might we give our subscribers access to all the news when they are on the move?

Expertise provided

  • Mixed Methods Research
  • Product Strategy
  • UX Strategy

Approach

Are we building the right thing?

As part of a small strategy squad, we first set out to understand the opportunity space. We engaged internal experts to define the challenge, as well as subscribers and readers to identify needs and motivators. By the end of this phase, we were clear on who the app was for (target personas), how they wanted to read news on an app (ideal journey), and a set of needs and design principles to be considered in the design phase.

Are we building the thing right?

In this iterative phase, I worked with designers to define what the product should be. Through iterative concepting and research we arrived at a design that met both the user’s needs and business objectives.

Frame

Kick off sessions to align on the problem space
5W Framework

Empathise + Discover

Comp analysis + desk research (discovery)
SME interviews
User interviews

Define

Insights report
Personas and reading journeys
Design principles

Ideate

Concept workshops (various)
**Internal socialisation of the concepts

Prototype

Hi-fi designs

Test + Refine

Concepts testing

Refinement

Frame

Kick off session to align on the problem space
5W Framework

Empathise + Discover

Comp analysis + desk research (discovery)
SME interviews
User interviews

Define

Insights report
Personas and reading journeys
Design principles

Ideate

Concept workshops (various)
**Internal socialisation of the concepts

Prototype

Hi-fi designs

Test + Refine

Concepts testing
Refinement

Outcome

As a result of our work, the news app was transformed from a legacy platform in perpetual decline to one of the publications largest and most valuable channels: app subscriber retention is as much as 50% higher than that of other subscribers.

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