THE IMPRESSIVE PRESS
WE USE THE PRESS
An extensive analysis of the current situation of the press
as we know it has indicated that it is headed towards a loss of readers
and consequent loss of profit
Media agencies and advertisers are only looking for volume and inventory at a gradually lower cost, dynamics that only large multinationals can sustain.
Lack of attractive commercial and editorial supply when making a subscription that distinguishes a public with “free” access from one with “premium” access when facing a paywall.
Most company digital advertising investment goes to Google and Facebook, which attracts at least seven out of every ten euros, leaving very little room for gaining a market share.
There is no aim to attract young readers, the press focuses on reader loyalty, not on investment to attract new users.
My personal challenge has been to improve user experience by creating a single platform that brings together different information systems, allowing you to organize your content on demand and customizing it with a chosen profile. This is how I did it.
To begin with, I followed the methodology created by Jake Knapp. Design Sprint is a framework created by Google Ventures to help teams solve design problems and test solutions in 2 to 5 days. For this it uses rapid prototyping and user testing, taking practices from design thinking, agile methodology, business strategies, innovation and behavior analysis, among others.
Less is more. Create what you need to understand the idea and see how it works. A prototype must be explained in just a few steps. We want to test an idea, see if it is interesting and intuitive.
I created an onboarding with a welcoming message explaining what Planet is, how to use the platform through a video demo; the same page explains what kind of devices may be used. We invite the user to enjoy all free content for a month without any commitment by showing them a selection of interesting content.
Once the user accesses the home page he can configure, through a selection of interests, which will be “his list”, the set of content he wants to see most often. And once he scrolls we show him a selection of content clustered into Planet’s most-read, national and international press, magazines, etc.
At the top of the page there is a carousel of the most relevant daily cover news from various national newspapers for you to “read more”. Once you access one of these highlights, or another newspaper or magazine, you will enjoy the newspaper as we know it today.
The idea was welcomed!
I gave users the opportunity to read their favorite newspaper or magazine at any time, subject to quick access and registration, offering a new service that is highly valued by users. In short, I believe that I have managed to turn this informative content platform into a positive experience for both users and advertisers, by offering a new and effective channel for their brands.