Service Design Drinks Milan #4 - Sketchin - Service design for journalism and contents

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<ul><li><p>Service design for journalism and contentsApril 28th, 2016</p><p>Service Design Drink</p></li><li><p>Marco Pesani Experience Architect </p><p>@marcopesani</p><p>Valeria Grauso Senior Service Designer </p><p>@MelavsMela</p><p>We are Sketchin team</p></li><li><p>Our experience</p><p>6mil unique users each day</p><p>Currently live</p></li><li><p>We are going to talk about</p><p>Role and responsibilities of the service designer when working for a newspaper.</p><p>Some practical tip-&amp;-tricks to deal with complex editorial projects.</p></li><li><p>Be part of the conversation, your questions will be answered!</p><p>We want to talk with you today</p><p>Annotate your questions for the final Q&amp;A</p><p>for now </p><p>on your notebook</p><p>for now or later for now or later</p><p>@sketchin #sketchintalks #sddmilan</p><p>@sketchindesign #sketchintalks #sddmilan</p></li><li><p>The project</p></li><li><p>Eco di Bergamo</p><p>- 40% population daily reach </p><p>- 50+ journalists in the newsroom </p><p>- Valuable historical heritage </p><p>- A complex ecosystem of products </p><p>- Social and economical role</p></li><li><p>The relevance of a local newspaper</p><p>District newspapers locally outsell national ones by 5 to 1. </p><p>A local newspaper is an important economy accelerator. </p><p>Its brand reputation is established by delivering quality information and enabling small and medium businesses to communicate with the population. </p></li><li><p>The problem</p><p>Struggling to find new revenue sources</p></li><li><p>Understand how the population use the news and feel about local information.</p><p>Define a strategy to enlarge their audience.</p><p>Help the newsroom to improve the content production flow.</p><p>01. 02. 03.</p><p>Project goals</p></li><li><p>Approfondisco la sera su pc cercando su Google le </p><p>parole chiave relative alla notizia</p><p>Da Google scelgo in base alla pertinenza del titolo e allimmagine relativa.</p><p>SullEco sfoglio le pagine nazionali velocemente e mi </p><p>soffermo solo sulle notizie che mi interessano</p><p>Approfondisco leggendo la notizia dettagliata sul </p><p>giornale</p><p>ABITUDINE</p><p>RICERCA FRUIZIONE</p><p>CONDIVISIONE</p><p>A volte leggo i giornali nazionali (Corriere, il </p><p>Giorno)</p><p>La politica fa solo venire il nervoso... come la girano ti fregano sempre!</p><p>LEco un buonissimo giornale a livello locale, ma per il resto troppo generico.</p><p>Parte del mio tempo libero lo trascorro al pc sui social </p><p>e giocando</p><p>LEco in casa non mai mancato, fa parte della mia tradizione.</p><p>Ho molto rispetto per la carta, sfoglio il giornale con la massima cura per non rovinare le pagine.</p><p>CREAZIONEDELLINTERESSE</p><p>IDENTIFICAZIONEDELLA NOTIZIA</p><p>Leggo lEco tutti i giorni, al bar oppure lo </p><p>compro e lo leggo a casa</p><p>SullEco leggo subito la cronaca della citt e le </p><p>notizie sullAtalanta</p><p>APPROFONDIMENTO</p><p>La TV quasi sempre in sottofondo mentre faccio altro.</p><p>MI interessano sconti e offerte, utilizzo molto </p><p>Groupon</p><p>Certo che tifo Atalanta... son bergamasco!</p><p>Il TG e i giornali offrono spunti di confronto e discussione con gli altri.</p><p>Mi piacerebbe imparare a usare meglio le nuove tecnologie.</p><p>Il giornale me lo godo pi del TG: posso leggerlo, rileggerlo e studiarmelo bene.</p><p>Preferisco il cartaceo, ma se non c leggo il sito o guardo i TG.</p><p>Ho molti interessi su cui mi piace tenermi aggiornato e attivo.</p><p>Guardo i commenti alle partite su Mediaset </p><p>Premium e Bergamo TVHo utilizzato Kauppa per </p><p>servizi specifici</p><p>Kauppa comodo, ha prezzi molto vantaggiosi.</p><p>Compro LEco quando so che </p><p>c uno speciale o un inserto che </p><p>mi interessaAscolto la radio in auto e al lavoro</p><p>Seguo i TG durante il giorno</p><p>CREAZIONEDELLOPINIONE</p><p>Commento le notizie che leggo con i miei amici</p><p>Mi piace confrontarmi con i miei famigliari per capire </p><p>meglio e approfondire</p><p>Uso il telefono per condividere le foto con i </p><p>miei amici</p><p>Leggo di feste e avvenimenti in </p><p>zona sullEco</p><p>- Research report </p><p>- Strategic report </p><p>- Customer journey maps that describe the fruition of the information per personas </p><p>Final deliverables</p></li><li><p>Editorial project goals</p></li><li><p>Content distribution</p><p>Content production</p><p>Information retrieval</p><p>Editorial ecosystem</p><p>The goal is to improve the main aspects of the ecosystem.</p></li><li><p>Content distribution</p><p>Content production</p><p>Information retrieval</p><p>A matter of touchpoint</p></li><li><p>Content distribution</p><p>Content production</p><p>Information retrieval</p><p>A matter of newsroom efficiency</p></li><li><p>Content distribution</p><p>Content production</p><p>Information retrieval</p><p>A matter of permeation</p></li><li><p>How to measure projects success </p><p>SalesAudience reach Brand reputation</p><p>KPI: Circulation of the newspaper that is considering the amount of people reading it per day (Audipress).</p><p>KPI: Net-promoter score.</p><p>KPI: Revenues that is considering the sum of sold pieces and amount of sold advertisement.</p></li><li><p>Structure of the project</p></li><li><p>Assess Understand Define Design</p><p>Structure of the project</p></li><li><p>Newspaper Reader</p><p>The project</p><p>A two-sided work Assessments, research and design always have to be conducted readers side and publisher side.</p></li><li><p> Assess Understand Define Design</p><p>- Content creation process </p><p>- Political relations inside newsroom</p></li><li><p>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.</p><p>Assessment findings</p></li><li><p>In order to guarantee journalists independence, the newsroom is highly regulated, this increases the complexity of the project on a political standpoint.</p><p>Assessment findings</p></li><li><p> Assess Understand Define Design</p><p>- Readers goal </p><p>- Readers behaviour</p><p>- Competitive landscape </p><p>- Constraints</p></li><li><p>Research insight</p><p>The Hindsight bias </p><p>Hindsight bias is the effect whereby people think that past events were predictable, or at least more predictable than they actually were.</p><p>People strives for information to feel safe</p><p>The Illusion of Control bias </p><p>The illusion of control is the tendency for people to overestimate their ability to control events.</p></li><li><p>Research insight</p><p>1. Emotional 2. Social 3. Practical- care for loved people - feel safe</p><p>- have conversation topics - have an opinion</p><p>- solve specific problems - obtain information</p></li><li><p>News fruition is related to entertainment and is mostly time-based.</p><p>Research insight</p></li><li><p>Research insight</p><p>People compare information to create a personal version of the truth</p></li><li><p> Assess Understand Define Design</p><p>Converge all the information and data </p><p>collected</p></li><li><p>Personas </p><p>Cluster behaviours to understand peoples interests and activities.</p></li><li><p>Specific constraints of the editorial sector have emerged in the assessment phase: </p><p>1. Newsroom hierarchy and regulations 2. Newsroom tools and skills 3. Content rights</p><p>Editorial sector constraints</p></li><li><p>Define: a research synthesis</p><p>Research findings &amp; insights Internal constraints &amp; needs</p><p>+</p><p>Path to develop a design solution</p></li><li><p> Assess Understand Define Design</p><p>Create multi-purpose touchpoint</p></li><li><p>Start from the existing newsroom organization.</p><p>Internal service planning</p></li><li><p>Front stage planning</p><p>Adapt the front stage to readers behaviours.</p></li><li><p>Content planning</p><p>Use the customer journey to define the role &amp; format of the content.</p></li><li><p>Customer journey definition</p><p>Read the customer journey as a marketing funnel to take strategic decision.</p></li><li><p>Publish Produce</p><p>Measure</p><p>Project development</p><p>Provide daily support to the journalists in order to iteratively improve their workflow.</p></li><li><p>Summing it up</p></li><li><p>Learned lesson</p><p>Valeria have learned thatit 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.</p></li><li><p>Learned lesson</p><p>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.</p></li><li><p>Learned lesson</p><p>What have you learned?</p><p>Doubt </p><p>Something not clear yet? </p><p>Question </p><p>Want to go deeper on something?</p><p>Make it your treasure and try it out in your next project!</p></li><li><p>Be part of the conversation, your questions will be answered!</p><p>Lets talk</p><p>Keep the conversation together</p><p>Q&amp;A for now or later for now or later</p><p>@sketchin #sketchintalks #sddmilan</p><p>@sketchindesign #sketchintalks #sddmilan</p></li><li><p>evolving experience over people expectations</p><p>Contact us at +41 91.600.26.60 or info@sketchin.ch</p><p>mailto:info@sketchin.ch</p></li></ul>

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