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.

1. Service design for
journalism and
contents
April 28th, 2016
Service Design Drink

2. Marco Pesani
Experience Architect
@marcopesani
Valeria Grauso
Senior Service Designer
@MelavsMela
We are Sketchin team

3. Our experience
6mil
unique users
each day
Currently live

4. 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.

5. 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
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@sketchindesign
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6. The project

7. Eco di Bergamo
- 40% population daily reach
- 50+ journalists in the
newsroom
- Valuable historical heritage
- A complex ecosystem of
products
- Social and economical role

8. 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.

9. The problem
Struggling to find new revenue sources

10. 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

11. 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 FRUIZIO
A volte leggo i giornali
nazionali (Corriere, il
Giorno)
La politica fa solo v
come la girano ti frega
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.
CREAZIONE
DELL’INTERESSE
IDENTIFICAZIONE
DELLA 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 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 m
piace tenermi aggiornato e
attivo.
Guardo i commenti alle
partite su Mediaset
Premium e Bergamo TV
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
- Research report
- Strategic report
- Customer journey
maps that describe
the fruition of the
information per
personas
Final deliverables

12. Editorial project goals

13. Content
distribution
Content
production
Information
retrieval
Editorial ecosystem
The goal is to improve
the main aspects
of the ecosystem.

14. Content
distribution
Content
production
Information
retrieval
A matter of
touchpoint

15. Content
distribution
Content
production
Information
retrieval
A matter of
newsroom efficiency

16. Content
distribution
Content
production
Information
retrieval
A matter of
permeation

17. 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.

18. Structure of the project

19. Assess Understand Define Design
Structure of the project

20. Newspaper Reader
The project
A two-sided
work
Assessments, research and
design always have to be
conducted reader’s side and
publisher side.

21. Assess Understand Define Design
- Content creation
process
- Political relations
inside newsroom

22. 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

23. In order to guarantee journalists
independence, the newsroom is highly
regulated, this increases the complexity of
the project on a political standpoint.
Assessment findings

24. Assess Understand Define Design
- Reader’s goal
- Reader’s behaviour
- Competitive landscape
- Constraints

25. 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.

26. 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

27. News fruition is related
to entertainment and is mostly time-based.
Research insight

28. Research insight
People compare information to create a
personal version of the truth

29. Assess Understand Define Design
Converge all the
information and data
collected

30. Personas
Cluster behaviours
to understand
people’s interests
and activities.

31. 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

32. Define: a research synthesis
Research findings & insights Internal constraints & needs
+
Path to develop a design solution

33. Assess Understand Define Design
Create multi-purpose
touchpoint

34. Start from the existing newsroom organization.
Internal service planning

35. Front stage planning
Adapt the front stage to readers behaviours.

36. Content planning
Use the customer journey to define
the role & format of the content.

37. Customer journey definition
Read the customer journey as a marketing funnel
to take strategic decision.

38. Publish Produce
Measure
Project development
Provide daily support to the journalists in order
to iteratively improve their workflow.

39. Summing it up…

40. 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.

41. 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.

42. 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!

43. 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

44. evolving experience over people expectations
Contact us at +41 91.600.26.60 or info@sketchin.ch