FFiDNA Final PresentationCan we fall in lovewith print again?      Innovation Studio C4 R5 | December 8th 2011
CRITERIA 1Thoughtfuldesign research.
CRITERIA 2Reasonablebusiness model.
CRITERIA 3Re-imagineprint media.
Not aniPad App
Adam   Sali        Kate              Amanda
GROUP GOALCreate a sense ofpurpose throughexpression of identity.
THE QUESTION THAT KEPTUSAWAKE AT NIGHTWhere does Printthrive, and whereis it failing?
Where werepeople in thediscussion?
Women are losing interestin the domestic category.In 2001-2011 newsstand sales fell:52.5%
Market Insights             HunchesThe hunches we tested were based onthe market insights that 1) the declinein print sale...
Women want to engage with printin a way that extends their senseof purpose and belonging in theworld.NEED
PressPassPrototype
Key Feedback1) Develop the 1% path and2) Develop the local/accessible path
1           2             3PEOPLE   PUBLICATIONS   PURVEYORS
Thank you!Questions?
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PressPASS

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PressPass is about building a stronger relationship with readers and print media. Our team focused on understanding what print media lovers loved about print. We named these individuals’ content omnivores because of their love for well-curated content in all its forms. We noticed this focus on well curated content in created PressPass as concept that could take the curated experience of print media into the real world. We prototyped this experience with several of our users, with the aim to understand what kind of event matched the print media curation experience.

PressPass would be a third party business that would help publications, print or digital, to curate events in cities where their readers are located. These events would be designed to maximize and reflect the intent of the magazine and experience it delivers to its readers.

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  • Amanda Intro slide-------- Next ----------
  • Kate
  • Adam
  • Sali
  • Group slide
  • Kate Need to discuss how we developed our design criteria and our two main premises.This should allow us to begin to foreshadow Kara and PressPass Kara our archetype:She finds the meaning of print just as relevant as ever if not more relevant considering here demand for print to be better and more meaningful than digital content providers.Some of our intuition:We sense that print needs to embrace its tactile existence, it can not divorce itself from what it is. Print needs to be more Print.
  • Adam and then SALI
  • Adam & AmandaConversation is largely about the mediums- Digital vs. Print Struggle Slide
  • Amanda (need to highlight this because Kara used to read Real Simple) Martha Stewart Living tumbled 60.3% from 500K magazines to 200K magazines In one of the more ominous developments, women seem to be losing interest in many newsstand titles traditionally aimed at them, which are responsible for a large share of total newsstand sales. In the domestic category, from 2001-2011 newsstand sales fell 52.5% at Better Homes and Gardens, from 360,833 to 171,457, 67% at Good Housekeeping, from 1,025,517 to 339,528, and 59% at Ladies’ Home Journal, from 367,667 to 151,051. Family Circle plunged 68.2% from 1,654,125 to 525,358, andWomen (22-40)What do they have in common?Pain pointsBright spotsHopesAspirationsexperience
  • Kate
  • SALI: What was the unmet need?Interviews, journey maps, observation photos
  • ADAM
  • AmandaKara switched to Monocle from Real Simple. One of the major insights was when Kara told us she had decoded the algoritm of Real Simple and that there was no mystery on the page anymore, no sense of adventure.
  • Amanda
  • SALI
  • ADAM
  • KATEWe need to describe our ethical impasse of the 1% because this was a key moment in the project
  • KATEProcess – Group Charter highlights (what is)Group dynamic (happy moments/awkward pauses)SkypeVisual thinking (blog, sketches etc) Would the 1% be accessible to Kara, and women like her?+ Kate please add other images
  • Adam
  • Adam
  • SALI & ADAM: Lets take you on a Press Pass Journey Amanda & Kate: Open your envelopes We are going to walk you through Kara’s experience
  • ADAM Magazines as keywords. Following magazines, notified of content via curation they trust. We need to make the connection between published content and press pass experiences Connecting local content coverageWithlocal experiences
  • Amanda
  • Amanda
  • Kate
  • Kate
  • PressPASS

    1. 1. FFiDNA Final PresentationCan we fall in lovewith print again? Innovation Studio C4 R5 | December 8th 2011
    2. 2. CRITERIA 1Thoughtfuldesign research.
    3. 3. CRITERIA 2Reasonablebusiness model.
    4. 4. CRITERIA 3Re-imagineprint media.
    5. 5. Not aniPad App
    6. 6. Adam Sali Kate Amanda
    7. 7. GROUP GOALCreate a sense ofpurpose throughexpression of identity.
    8. 8. THE QUESTION THAT KEPTUSAWAKE AT NIGHTWhere does Printthrive, and whereis it failing?
    9. 9. Where werepeople in thediscussion?
    10. 10. Women are losing interestin the domestic category.In 2001-2011 newsstand sales fell:52.5%
    11. 11. Market Insights HunchesThe hunches we tested were based onthe market insights that 1) the declinein print sales has been caused bywomen who have stopped purchasinghomemaking magazines, and 2) tiredof being ‘advertised at’ women areflocking to social media because its aplace where their voices can be heard.
    12. 12. Women want to engage with printin a way that extends their senseof purpose and belonging in theworld.NEED
    13. 13. PressPassPrototype
    14. 14. Key Feedback1) Develop the 1% path and2) Develop the local/accessible path
    15. 15. 1 2 3PEOPLE PUBLICATIONS PURVEYORS
    16. 16. Thank you!Questions?

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