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The Future of Digital News, The Times

DESCRIPTION

The project challenge was to design a new content platform for the weekday edition of The Times and The Sunday Times for reading on smartphones, tablets, and laptops. The whole process was initiated as a response to the fact that traditional print readership dropped down dramatically. Newspapers fell behind to Facebook or Twitter that delivered open-access content very quickly. However, such a long tradition could not be buried by new media – on the contrary, it should adapt new technologies to strengthen its position. It was thus a good opportunity to explore the Design Thinking methodology. IDEO was then approached to explore how best to serve the content to mobile devices and to define policies for content distribution (e.g. free access, subscription). The research phase revealed four reading modes that people switch between: skimming (glancing at a stream of tweets); dipping into stories (mirroring behavior on the paper); reading stories fully; and learning. It was then necessary to decide how users read The Times and to adapt how content is presented to this reading mode. The project outcomes were not limited to new content layout standards for different devices (including size, legibility, font, etc.) but also included a set of recommendations on how to deal with advertisements, how to present leads, main content, titles and graphics.

JUSTIFICATION

The project enabled The Times staying in touch with their readers. In the era of omnipresent information that is easily accessible the existence of traditional press is very difficult, even for magazines proud of their long tradition. Identification of user needs, behaviour and reading modes allowed The Times remain a top press title. This example shows how important it is to open up for new technologies.

REFERENCES

https://www.ideo.com/case-study/the-future-of-digital-news

IMAGE SOURCE

https://churchill.imgix.net/images/casestudies/images/times_header_nico.jpg?auto=format&dpr=1&fit=max&h=405&w=900

TYPE OF EXAMPLE

 

GOOD

DETAILS

AUTHORS

IDEO

YEAR

2014

PREPARED FOR

THE TIMES & THE SUNDAY TIMES

COUNTRY

UK

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