Bringing them online Using design research to identify online opportunities Alun Machin Senior Experience Architect Patrick Kennedy Design Research Lead Oz-IA09 - Friday 2 nd October 2009 Image sourced from www.flickr.com/photos/rogerbarker/2881764517/

Introduction The 5,000 foot view Royal Randwick Racecourse, Sydney - Image courtesy of Google Maps

Introduction And a brief agenda In 2009, NDM aimed to develop a syndicated horse racing vertical across its masthead network that reduces duplication and increases efficiencies The vision included Building the SuperRacing brand to be the most recognised online racing website within the Australian market Providing the greatest depth of quality and editorial content – the most in-depth analysis, comprehensive reporting and valued opinion within racing in Australia Increasing NDM’s market share in terms of unique browsers in the Australian market The practical outcome of this was a new horse racing ‘section’ that would be shared across the NDM network of websites Today we will give a glimpse of the process we followed when undertaking user research and using the findings to design the finished product We will then unveil the new SuperRacing website

In 2009, NDM aimed to develop a syndicated horse racing vertical across its masthead network that reduces duplication and increases efficiencies

The vision included

Building the SuperRacing brand to be the most recognised online racing website within the Australian market

Providing the greatest depth of quality and editorial content – the most in-depth analysis, comprehensive reporting and valued opinion within racing in Australia

Increasing NDM’s market share in terms of unique browsers in the Australian market

The practical outcome of this was a new horse racing ‘section’ that would be shared across the NDM network of websites

Today we will give a glimpse of the process we followed when undertaking user research and using the findings to design the finished product

We will then unveil the new SuperRacing website

Overview of methodology The what, how and who Secondary research Primary user research Analysis Conceptualisation Testing Detailed product design Research: Pat and Alun Conceptulisation: Alun and Pat Detailed EA design: Alun Visual design: designer in another team

Secondary research

Primary user research

Analysis

Conceptualisation

Testing

Detailed product design

Research: Pat and Alun

Conceptulisation: Alun and Pat

Detailed EA design: Alun

Visual design: designer in another team

Secondary research Literature review and competitor review

Secondary research is a very useful foundation on which to begin a design research project Literature review Previous research from other sources was collated and reviewed for potentially useful findings with regard to the research objectives Included earlier research conducted by USiT and other NDM business units, but also academic research conducted by external parties Among other things, this gave us a basic audience model with which to recruit participants for primary research and later revised and expanded Competitor review This covered the content and functionality across a wide range of Australian and international racing-related websites Also included a wider look at online racing activity using tools like Google Trends Conducted by Alun Secondary research Literature review and competitor review

Secondary research is a very useful foundation on which to begin a design research project

Literature review

Previous research from other sources was collated and reviewed for potentially useful findings with regard to the research objectives

Included earlier research conducted by USiT and other NDM business units, but also academic research conducted by external parties

Among other things, this gave us a basic audience model with which to recruit participants for primary research and later revised and expanded

Competitor review

This covered the content and functionality across a wide range of Australian and international racing-related websites

Also included a wider look at online racing activity using tools like Google Trends

Conducted by Alun

User research Interviews and diary study

User research Interviews and diary study Our primary research consisted of interviews and a diary study Interviews Interviews with individual participants were conducted 10 in-depth interviews were conducted (5 in person and 5 via phone) Diary study After each interview, participants were given an “online racing diary” to use over the course of a week This attempted to gain more detail than could be gained during 1 hour of face time Exercises were also set to capture specific information

Our primary research consisted of interviews and a diary study

Interviews

Interviews with individual participants were conducted

10 in-depth interviews were conducted (5 in person and 5 via phone)

Diary study

After each interview, participants were given an “online racing diary” to use over the course of a week

This attempted to gain more detail than could be gained during 1 hour of face time

Exercises were also set to capture specific information

Analysis Bringing it all together

Analysis Bringing it all together Many notes were taken during interviews Diaries were ‘transcribed’ A simplified form of grounded theory was used to establish themes Secondary research findings were also included in this analysis There was also lots of discussion and sketching! A few of the themes that came out of the research are discussed on the following slides

Many notes were taken during interviews

Diaries were ‘transcribed’

A simplified form of grounded theory was used to establish themes

Secondary research findings were also included in this analysis

There was also lots of discussion and sketching!

A few of the themes that came out of the research are discussed on the following slides

Racing is a predominantly social activity User research findings Ascot Racecourse, UK - Image sourced from http://www.flickr.com/photos/russelljsmith/2485323167/

Racing is a predominantly social activity User research findings Horse racing is a social thing Except for hard core betting addicts that are only concerned about betting and money Key elements are the social process of “turf talk” between friends/family And the intellectual challenge of using knowledge to pick a winner For many people it’s part of their lifestyle, their leisure And for almost all of the people we talked to, there was a family connection They were introduced to horse racing by parents or an older generation, and thus to a certain extent they had some “knowledge by association”

Horse racing is a social thing

Except for hard core betting addicts that are only concerned about betting and money

Key elements are the social process of “turf talk” between friends/family

And the intellectual challenge of using knowledge to pick a winner

For many people it’s part of their lifestyle, their leisure

And for almost all of the people we talked to, there was a family connection

They were introduced to horse racing by parents or an older generation, and thus to a certain extent they had some “knowledge by association”

We are facing a complex existing ecosystem User research findings Horse racing enthusiast Specialist publications TV Newspaper form guide Tipsters Racetrack Friends and family Betting agency Specialist websites Radio ?

We are facing a complex existing ecosystem User research findings There are many different sources of information available to punters Newspapers, websites, TV, radio, friends and family There is also a lot of tacit knowledge about racing; intuition and gut feel that is built up over years Not surprisingly, many sources of information are offline Each medium, or source of information, has its pros and cons So our “competitors” lie not just within the traditional media industry They use multiple sources, there is no such thing as a “one stop shop” This ecosystem of aggregated information sources is something we must try to fit into Rather than thinking we can sweep the field and be everything to everyone

There are many different sources of information available to punters

Newspapers, websites, TV, radio, friends and family

There is also a lot of tacit knowledge about racing; intuition and gut feel that is built up over years

Not surprisingly, many sources of information are offline

Each medium, or source of information, has its pros and cons

So our “competitors” lie not just within the traditional media industry

They use multiple sources, there is no such thing as a “one stop shop”

This ecosystem of aggregated information sources is something we must try to fit into

Rather than thinking we can sweep the field and be everything to everyone

We are facing a complex existing ecosystem User research findings The audience’s ecosystem is a good perspective from which to assess the usefulness or appropriateness of strategy and design When mapping out the ecosystem we need to answer questions such as: Where do they currently get information? Who they trust? Who would they think to get info from? (ie brand perception) How can we supplement or compliment other sources? What things work online? What doesn’t make sense to be online?

The audience’s ecosystem is a good perspective from which to assess the usefulness or appropriateness of strategy and design

When mapping out the ecosystem we need to answer questions such as:

Where do they currently get information?

Who they trust?

Who would they think to get info from? (ie brand perception)

How can we supplement or compliment other sources?

What things work online? What doesn’t make sense to be online?

Information overload is a problem There are over 2,600 race meetings comprising over 19,500 races conducted at over 350 race tracks in Australia each year, making Australia the second largest thoroughbred industry in the world based on the number of races. User research findings - Source: Racing Information Services Australia (RISA)

Information overload is a problem User research findings With the amount of information about racing that is available, information overload is a problem Too many races, too many horses, too much data This is especially the case for the more serious racing enthusiasts Punters have to limit what they follow, to do so with any success This might mean only following/betting weekend races Or it might mean only following certain tracks/cities And the types of content they use is impacted “ Lots of things would be great to have [eg video of last starts] but it comes down to how much time do you have to study” “ Short interviews they have on Racenet TV are good, with trainers but they are short, about 30 seconds (unless it’s a well known trainer like Gai Waterhouse)”

With the amount of information about racing that is available, information overload is a problem

Too many races, too many horses, too much data

This is especially the case for the more serious racing enthusiasts

Punters have to limit what they follow, to do so with any success

This might mean only following/betting weekend races

Or it might mean only following certain tracks/cities

And the types of content they use is impacted

“ Lots of things would be great to have [eg video of last starts] but it comes down to how much time do you have to study”

“ Short interviews they have on Racenet TV are good, with trainers but they are short, about 30 seconds (unless it’s a well known trainer like Gai Waterhouse)”

Audience modeling Segmentation and identifying opportunities The Princess The Apprentice Life-long Punter The Serious Bettor

Audience modeling Segmentation and identifying opportunities Based on both secondary and primary user research, an audience model was developed that segmented the potential audience into four We then identified areas of opportunity for SuperRacing based on Realistic needs and wants of the audience The competitive landscape Users’ information ecosystem (ie where they currently get into from) What the audience would realistically come to us for (in terms of information) Playing to our strengths (eg expert editorial content) Minimising our weaknesses (eg resources, late market entry) In particular we looked for where we could use a website to supplement existing, and offline, information sources We could then prioritise the audience (eg primary and secondary personas)

Based on both secondary and primary user research, an audience model was developed that segmented the potential audience into four

We then identified areas of opportunity for SuperRacing based on

Realistic needs and wants of the audience

The competitive landscape

Users’ information ecosystem (ie where they currently get into from)

What the audience would realistically come to us for (in terms of information)

Playing to our strengths (eg expert editorial content)

Minimising our weaknesses (eg resources, late market entry)

In particular we looked for where we could use a website to supplement existing, and offline, information sources

We could then prioritise the audience (eg primary and secondary personas)

Say hi to Sally The Princess “ I missed the first race, because I couldn’t decide what to wear!” SALLY

v2.1 Background image on previous slide sourced from: http://www.flickr.com/photos/russelljsmith/2486129826/ Sally is a racing “Princess” Young professional Interested in fashion and glamour Mainstream publications (papers and mags) are her entry point to racing New to racing, very little knowledge Goes to the races quite often during carnival seasons, for the fashion/party Goes into sweeps for Melbourne Cup Does not go to club/pub/TAB to enjoy racing Uses internet at work and a fair bit for social purposes Generally not a sports fan Say hi to Sally The Princess

Sally is a racing “Princess”

Young professional

Interested in fashion and glamour

Mainstream publications (papers and mags) are her entry point to racing

New to racing, very little knowledge

Goes to the races quite often during carnival seasons, for the fashion/party

Goes into sweeps for Melbourne Cup

Does not go to club/pub/TAB to enjoy racing

Uses internet at work and a fair bit for social purposes

Generally not a sports fan

Dave says g’day The Apprentice “ I try to know the form, but sometimes I just take a punt!” DAVE

v2.0 Background images on previous slide sourced from: http://www.flickr.com/photos/boboroshi/13142954/ http://www.flickr.com/photos/neeta_lind/2191150047/ Dave is a racing “Apprentice” Interested in the social side, but getting more serious about betting and racing Had an interest for a while but relatively little knowledge Not always sure what he’s reading (with regard to racing jargon and data) Relies heavily on tips and advice Reads up on the form, but can also bet on impulse Learning more about racing all the time Wants to get better at picking winners Aspires to be John (or maybe Carl) Uses the internet quite a bit Enjoys sports in general Dave says g’day The Apprentice

Dave is a racing “Apprentice”

Interested in the social side, but getting more serious about betting and racing

Had an interest for a while but relatively little knowledge

Not always sure what he’s reading (with regard to racing jargon and data)

Relies heavily on tips and advice

Reads up on the form, but can also bet on impulse

Learning more about racing all the time

Wants to get better at picking winners

Aspires to be John (or maybe Carl)

Uses the internet quite a bit

Enjoys sports in general

This is John The Life-Long Punter “ Saturday racing is my relaxation; a few drinks and a bet” JOHN

v2.0 Background image on previous slide sourced from: http://www.flickr.com/photos/charliebrewer/58806103/ John is a long-time racing follower Grew up with it, there’s a family connection It’s part of his social fabric Frequents the local club, pub and TAB (his Saturday ritual) Doesn’t go to the track anymore (too many Princesses!) Highly knowledgeable about horse racing Uses his own knowledge and intuition rather than listening to tips or advice Big sports fan in general Mainly uses paper form guide and the TV at TAB Doesn’t bet online but will use the internet for info Well known as the guru punter This is John The Life-Long Punter

John is a long-time racing follower

Grew up with it, there’s a family connection

It’s part of his social fabric

Frequents the local club, pub and TAB (his Saturday ritual)

Doesn’t go to the track anymore (too many Princesses!)

Highly knowledgeable about horse racing

Uses his own knowledge and intuition rather than listening to tips or advice

Big sports fan in general

Mainly uses paper form guide and the TV at TAB

Doesn’t bet online but will use the internet for info

Well known as the guru punter

Meet Carl The Serious Bettor “ If I’m chasing I keep going till I get up, I don’t like to lose” CARL

v2.0 Background image on previous slide sourced from: http://www.flickr.com/photos/tedkerwin/2543014596/ Carl is a serious racing bettor High income profession Takes racing, and betting, very seriously He bets big (ego bettor) Experienced, but hasn’t been around as long as John More data focussed; lots of research using all sources Uses a system, rather than intuition Heavy online user May go to the track occasionally (bit of a flirt and flaunt) Invests in horses (including syndicates) Bets most weekends Keeps track of his betting and progress Meet Carl The Serious Bettor

Carl is a serious racing bettor

High income profession

Takes racing, and betting, very seriously

He bets big (ego bettor)

Experienced, but hasn’t been around as long as John

More data focussed; lots of research using all sources

Uses a system, rather than intuition

Heavy online user

May go to the track occasionally (bit of a flirt and flaunt)

Invests in horses (including syndicates)

Bets most weekends

Keeps track of his betting and progress

Further analysis Mental models and requirements ranking

Further analysis Mental models and requirements specification We further explored the needs, actions and use of information sources by users by producing mental models (ala Indi Young) for each persona These are an excellent way to pull together the knowledge we gained about the audience but also gives the business a way of assessing how the needs are being met (ie ‘gap analysis’ below the line) Gap analysis and requirements prioritisation was also performed using a requirements list, segmented and ranked by persona This list of requirements referred back to a formal requirements specification containing business, technical and project management requirements Note: some detail has been obscured to protect IP

We further explored the needs, actions and use of information sources by users by producing mental models (ala Indi Young) for each persona

These are an excellent way to pull together the knowledge we gained about the audience but also gives the business a way of assessing how the needs are being met (ie ‘gap analysis’ below the line)

Gap analysis and requirements prioritisation was also performed using a requirements list, segmented and ranked by persona

This list of requirements referred back to a formal requirements specification containing business, technical and project management requirements

Note: some detail has been obscured to protect IP

Conceptualisation Where to now? Galaxy 3C 305 - located about 600 million light years away from Earth Image Credits: X-ray: NASA/CXC/CfA/F. Massaro et al.; Optical: NASA/STScI/C.P. O'Dea et al.; Radio: NSF/VLA/CfA/F. Massaro, E. Liuzzo, A. Bonafede et al.

Conceptualisation Where to now? The black hole moment…. We’ve got the insightful research in the bag There’s lots of business requirements And plenty of editorial requirements So much to digest The canvas is blank Where do we start?

The black hole moment….

We’ve got the insightful research in the bag

There’s lots of business requirements

And plenty of editorial requirements

So much to digest

The canvas is blank

Where do we start?

Conceptualisation Stop. Rewind a moment… image sourced from: www.flickr.com/photos/mrdannywilliams/2998437883/

Conceptualisation Stop. Rewind a moment… So as a team we took a deep breath and got all retrospective…

So as a team we took a deep breath and got all retrospective…

Conceptualisation Don’t forget…

Conceptualisation Don’t forget… Don’t forget from a site design perspective to ask… How can we meet the user needs identified? How can our site can fit into the existing racing ecosystem? What are the touch points we can address and deliver on?

Don’t forget from a site design perspective to ask…

How can we meet the user needs identified?

How can our site can fit into the existing racing ecosystem?

What are the touch points we can address and deliver on?

Conceptualisation Challenge… Race Card in Print…

Conceptualisation Challenge… Race Card in Print… One of the big Challenges: Bringing the Form Guide to the web Cross referencing between tips, odds and horse form statistics is hard unless you are in the ‘know’ How do we translate this online? There’s no editorial context. Stories appear elsewhere (previous/next page) Another design challenge: ‘Don’t forget! We needed the detail but not the complexity’ “ Good luck with that. A tough challenge” – key stakeholder

One of the big Challenges: Bringing the Form Guide to the web

Cross referencing between tips, odds and horse form statistics is hard unless you are in the ‘know’

How do we translate this online?

There’s no editorial context. Stories appear elsewhere (previous/next page)

Another design challenge: ‘Don’t forget! We needed the detail but not the complexity’

“ Good luck with that. A tough challenge” – key stakeholder

Conceptualisation Thinking, collaborating, sketching, thinking…

Conceptualisation Thinking, collaborating, sketching, thinking… Time was spent brainstorming ideas for the website In particular how we could effectively fit into the audience’s ecosystem This was a joint process with both research and design disciplines taking part Visualising the user requirements Visualising the editorial and business requirements We delved down into a fair amount of detail for some specific aspects of the possible design solution in response to specific issues raised in the research For example: The ‘My Race Picks’ idea which allows users to keep a list of bets they might place, similar to a shopping cart on a e-commerce website Contextualising the Race details. Matching statistics with form, editorial, expert opinion and live tweets

Time was spent brainstorming ideas for the website

In particular how we could effectively fit into the audience’s ecosystem

This was a joint process with both research and design disciplines taking part

Visualising the user requirements

Visualising the editorial and business requirements

We delved down into a fair amount of detail for some specific aspects of the possible design solution in response to specific issues raised in the research

For example: The ‘My Race Picks’ idea which allows users to keep a list of bets they might place, similar to a shopping cart on a e-commerce website

Contextualising the Race details. Matching statistics with form, editorial, expert opinion and live tweets

Conceptualisation From sketches to Visio

Concept wireframes From sketches to Visio Feed sketches and specific user requirements into concept As ideas for possible solutions started to solidify the sketches were transferred into Visio to form ‘conceptual wireframes’ These were used for usability testing and also as a basis for visual design mock-ups

Feed sketches and specific user requirements into concept

As ideas for possible solutions started to solidify the sketches were transferred into Visio to form ‘conceptual wireframes’

These were used for usability testing and also as a basis for visual design mock-ups

Concept testing Eyetracking wireframes and design mocks

Concept testing Eyetracking wireframes and design mocks To help validate our conceptual design decisions user testing was performed The testing was a very loose/open form of usability testing The emphasis was on exploring how well the concepts worked with real users Both wireframes and visual design mocks were used in the testing Eyetracking was performed to allow for extra depth of analysis for certain aspects of the design For example: Contextualisation of stories > Display Race Meeting name above story link Several iterations of design revisions and testing were undertaken

To help validate our conceptual design decisions user testing was performed

The testing was a very loose/open form of usability testing

The emphasis was on exploring how well the concepts worked with real users

Both wireframes and visual design mocks were used in the testing

Eyetracking was performed to allow for extra depth of analysis for certain aspects of the design

For example: Contextualisation of stories > Display Race Meeting name above story link

Several iterations of design revisions and testing were undertaken

Detailed design Site map

Detailed design Site map Following on from the testing we entered the detailed product design phase Calendar/Race card/Race Details is the core of the site (circled in red) A different design approach from the normally content driven media sites we produce

Following on from the testing we entered the detailed product design phase

Calendar/Race card/Race Details is the core of the site (circled in red)

A different design approach from the normally content driven media sites we produce

Detailed design Wireframes

Detailed design Wireframes This involved finalising and fleshing out the conceptual deliverables Getting the business to sign off and making them usable from a site production perspective (developers, third parties, designers etc etc) Brings context to the subject by showing related content For example: Tips, Track Data, Live updates, related expert opinion, stories

This involved finalising and fleshing out the conceptual deliverables

Getting the business to sign off and making them usable from a site production perspective (developers, third parties, designers etc etc)

Brings context to the subject by showing related content

For example: Tips, Track Data, Live updates, related expert opinion, stories

Detailed design Visual design

Detailed design Visual design Based on the detailed wireframes production grade visual designs were produced for all site pages

Based on the detailed wireframes production grade visual designs were produced for all site pages

Innovations Twitter integration for ‘Trackside Live’ Journalist at racetrack Backend processing

Innovations Twitter integration for ‘Trackside Live’ There are a number of innovative elements incorporated into the design One of these is the use of Twitter for the “trackside live” functionality Trackside live gives the user real-time coverage from particular racetracks at particular times Eg: a major race meeting or a horse trial session It involves commentary from an expert journalist who is in the thick of the action This is invaluable information for many racing enthusiasts (particularly at the more serious end of the spectrum) Journalists currently attend many race meetings but have been unable to easily broadcast their commentary Using Blackberry devices, journalists can now Tweet information that is then picked up by the website CMS, processed and contextually placed on the website The processing includes expanding short-hand and turning keywords into contextual links Eg: Horse Name links to Horse statistics page, Race number links to Race details page

There are a number of innovative elements incorporated into the design

One of these is the use of Twitter for the “trackside live” functionality

Trackside live gives the user real-time coverage from particular racetracks at particular times

Eg: a major race meeting or a horse trial session

It involves commentary from an expert journalist who is in the thick of the action

This is invaluable information for many racing enthusiasts (particularly at the more serious end of the spectrum)

Journalists currently attend many race meetings but have been unable to easily broadcast their commentary

Using Blackberry devices, journalists can now Tweet information that is then picked up by the website CMS, processed and contextually placed on the website

The processing includes expanding short-hand and turning keywords into contextual links

Eg: Horse Name links to Horse statistics page, Race number links to Race details page

The finished product http://www.dailytelegraph.com.au/sport/racing/

Any questions? Patrick Kennedy [email_address] @patrickkennedy Alun Machin [email_address] @alunmac (note these slides will be placed on slideshare: www.slideshare.net/PatrickKennedy/ ) Sam Houston Racetrack, Texas - Image sourced from http://www.flickr.com/photos/eschipul/2636452277/

About Patrick Kennedy Patrick Kennedy is Design Research Lead at News Digital Media, where he specialises in understanding audiences and their needs through user research, and using that knowledge to inform strategy and the design of online experiences Patrick has over ten years experience in web design, information architecture and user experience design, and has worked with many different types of organisations in a variety of industries, both in Australia and the UK, assisting them with enhancing their websites and other information systems Patrick blogs at www.gurtle.com/ppov/ and you can find him on twitter as @PatrickKennedy

Patrick Kennedy is Design Research Lead at News Digital Media, where he specialises in understanding audiences and their needs through user research, and using that knowledge to inform strategy and the design of online experiences

Patrick has over ten years experience in web design, information architecture and user experience design, and has worked with many different types of organisations in a variety of industries, both in Australia and the UK, assisting them with enhancing their websites and other information systems

Patrick blogs at www.gurtle.com/ppov/ and you can find him on twitter as @PatrickKennedy

About Alun Machin Alun Machin is a Senior Experience Architect at News Digital Media where he specialises in creating engaging online presences for the company’s plethora of websites Alun has well over a decade of experience in interaction design and has worked with a wide variety of organisations both in Australia and Europe He’s particularly excited about the challenge of designing shared experience spaces with delivery through multiple devices including mobile As well as being a passionate advocate of user-centered product design Alun remains a hopeless devotee of Liverpool Football Club and enjoys playing records very loudly You can find Alun on twitter as @alunmac

Alun Machin is a Senior Experience Architect at News Digital Media where he specialises in creating engaging online presences for the company’s plethora of websites

Alun has well over a decade of experience in interaction design and has worked with a wide variety of organisations both in Australia and Europe

He’s particularly excited about the challenge of designing shared experience spaces with delivery through multiple devices including mobile

As well as being a passionate advocate of user-centered product design Alun remains a hopeless devotee of Liverpool Football Club and enjoys playing records very loudly

You can find Alun on twitter as @alunmac

About News Digital Media News Digital Media ( www.newsdigitalmedia.com.au ) is one of Australia’s largest and most innovative digital media publishers Its network includes news.com.au , truelocal.com.au , careerone.com.au , carsguide.com.au , moshtix.com.au and the websites for News Limited’s newspapers including The Australian, The Daily Telegraph, Herald Sun, The Courier Mail and The Advertiser News Digital Media is the online division of News Corporation’s Australian subsidiary News Limited The User Standards and Innovative Technology (USiT) team provides UX, IA and user research expertise to the rest of the NDM and News Limited network

News Digital Media ( www.newsdigitalmedia.com.au ) is one of Australia’s largest and most innovative digital media publishers

Its network includes news.com.au , truelocal.com.au , careerone.com.au , carsguide.com.au , moshtix.com.au and the websites for News Limited’s newspapers including The Australian, The Daily Telegraph, Herald Sun, The Courier Mail and The Advertiser

News Digital Media is the online division of News Corporation’s Australian subsidiary News Limited

The User Standards and Innovative Technology (USiT) team provides UX, IA and user research expertise to the rest of the NDM and News Limited network