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@saila #SNDDCt
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Rethinking Mobile
A Report From the Field
@saila #SNDDCt
Craig Saila, The Globe and Mail
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Reading Experience
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Reading Experience
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Reading Experience
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Reading Experience
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Brand Disconnect
Print Digital
* For the data visualizers in the room, these are illustrative only and ar...
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The Globe and Mail Prototype 2013–
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Globe News Android 2014–
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—Sarah Marshall, Journalism.co.uk, October 7, 2013
[Guy Crevier, president of La Presse,]
expects the $40 m...
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Tablet La Presse+
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Customer
Business
Gains
Jobs
Pains
Gains
Creators
Pain
Relievers
Product
Features
Value Proposition l
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Customer
Business
Gains
Jobs
Pains
Gains
Creators
Pain
Relievers
Product
Features
Value Proposition l
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—Product Sketch for “Project Apt,” November 2014
Offer insightful, informative, personally
relevant journal...
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Product Scope Mid-December
Busine
ss
News
My Globe
Investo
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Article Feature Briefing
Story
Arc
Company
Re...
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Product Scope Mid-December
Busine
ss
News
My Globe
Investo
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Article Feature Briefing
Story
Arc
Company
Re...
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October 2015
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October 2015May
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First Concepts
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First Concepts
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Print Redesign
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Reusable Charts l
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Charts Digital + Print
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Packages High Density
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Ad—Sponsor Content
Ad—
300x250
5
8 9 10
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62
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Ad
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Packages Medium Density
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Ad—
300x250
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Ad
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Packages Low Density
1
5
2 3 4
6
Ad—Sponsor Content
Ad—
300x250
1
2 3 4
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Packages All together
Special Feature
Special Feature
Ad
Ad
Special Feature
Special Feature
Ad
Ad
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Reader Flow Natural
News
NEWS-1 NEWS-3NEWS-2
“Mix”
Report on

Business
NEWS-4
ROB-4 ROB-5 MIX-2 MIX-3ROB-...
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Reader Flow Natural
News
NEWS-1 NEWS-3NEWS-2
“Mix”
Report on

Business
NEWS-4
ROB-4 ROB-5 MIX-2 MIX-3ROB-...
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Reader Flow Natural
News
NEWS-1 NEWS-3NEWS-2
“Mix”
Report on

Business
NEWS-4
ROB-4 ROB-5 MIX-2 MIX-3ROB-...
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Reader Flow Natural
News
NEWS-1 NEWS-3NEWS-2
“Mix”
Report on

Business
NEWS-4
ROB-4 ROB-5 MIX-2 MIX-3ROB-...
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Monthly visitors: 10% of web+mobile
Daily visitors: 4× current
Time spent: 2× increase
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First Cuts Briefing, Story Arc
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Reader Flow Discovery
News “Mix”
Report on

Business
ROB-2WS-5 NEWS-6 ROB-1
Profile
ROB-3 ROB-5ROB-4 ROB-...
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Reader Flow Discovery
News “Mix”
Report on

Business
ROB-2WS-5 NEWS-6 ROB-1
Profile
ROB-3 ROB-5ROB-4 ROB-...
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Reader Flow Discovery
News “Mix”
Report on

Business
ROB-2
ROB-4b ROB-4cROB-4a
WS-5 NEWS-6 ROB-1
Profile
...
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Reader Flow Saving
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Reader Flow Saving
ROB-5
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Reader Flow Saving
ROB-5
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Reader Flow Saving
ROB-5 SAVE-2 SAVE-1
ROB
SAVE
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Reader Flow Constraints
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Reader Flow Retrace
News
NEWS-1 NEWS-3NEWS-2
“Mix”
Report on

Business
NEWS-4 ROB-
ROB-4 ROB-5 MIX-2 MIX-...
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Reader Flow Retrace
News
NEWS-1 NEWS-3NEWS-2
“Mix”
Report on

Business
NEWS-4 ROB-
ROB-4 ROB-5 MIX-2 MIX-...
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Reader Flow Retrace
News
NEWS-1 NEWS-3NEWS-2
“Mix”
Report on

Business
NEWS-4 ROB-
ROB-4 ROB-5 MIX-2 MIX-...
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Dynamic Ads “Big Box”
1
2
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Ad—Sponsor Content
Ad—
300×250
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Dynamic Ads “3×6”
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Ad—Sponsor Content
Ad—
300×600
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Dynamic Ads Revised
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Ad—Sponsor Content
Ad—
300×600
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Dynamic Ads Revised
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Ad—Sponsor Content
Ad—
300×600
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Dynamic Ads Revised
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Ad—Sponsor Content
Ad—
300×600
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Dynamic Ads Revised Again
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Ad—Sponsor Content
Ad—
300×250
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—@dansinker March 31, 2015
if you're a newspaper and you know you're
publishing something that will garner ...
@saila #SNDDCt
@saila #SNDDCt
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Article Design Webfonts
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Article Design Digital v. Print
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April 10, 2015
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Closer But much thinner
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Closer But much thinner
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Closer But much thinner
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Closer But much thinner
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Front Weekday
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Business Midday
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“The Mix” Evening
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Weekend Saturday
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May the work begins
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Thank you.
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Craig Saila, The Globe and Mail
Rethinking Mobile: A Report From the Field
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Rethinking Mobile: A Report From the Field

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What do you do when your 12-month plan to reimagine a successful mobile news product suite is cut in half and the revenue targets are quadrupled? This is the challenge The Globe and Mail’s product design team faced in the spring of 2015. This talk, first presented at SND DC on April 10, 2015 discusses the challenges encountered and strategies developed by the team during that period.

A lightly edited version of the speaking notes for these slides can be read here: https://medium.com/@saila/notes-from-the-trenches-of-a-mobile-redesign-10d414658298

You can download the app here: https://itunes.apple.com/ca/app/the-globe-and-mail/id429228415?mt=8

Published in: Mobile
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Rethinking Mobile: A Report From the Field

  1. 1. @saila #SNDDCt ␣ ␣ Rethinking Mobile A Report From the Field @saila #SNDDCt Craig Saila, The Globe and Mail
  2. 2. l @saila #SNDDCt Reading Experience
  3. 3. l @saila #SNDDCt Reading Experience
  4. 4. l @saila #SNDDCt Reading Experience
  5. 5. l @saila #SNDDCt Reading Experience
  6. 6. l @saila #SNDDCt Brand Disconnect Print Digital * For the data visualizers in the room, these are illustrative only and are not to scale
  7. 7. l @saila #SNDDCt 0 25 50 75 Bed,m orning Early m orning Late m orning Lunch Early afternoon Late afternoon Early evening During dinner Late evening Bed,evening Changing News Audiences
  8. 8. l @saila #SNDDCt 0 25 50 75 Bed,m orning Early m orning Late m orning Lunch Early afternoon Late afternoon Early evening D uring dinner Late evening Bed,evening Changing News Audiences
  9. 9. l @saila #SNDDCt The Globe and Mail Prototype 2013–
  10. 10. l @saila #SNDDCt Globe News Android 2014–
  11. 11. @saila #SNDDCt —Sarah Marshall, Journalism.co.uk, October 7, 2013 [Guy Crevier, president of La Presse,] expects the $40 million investment to be recouped in 18 to 24 months from now.
  12. 12. l @saila #SNDDCt Tablet La Presse+
  13. 13. l @saila #SNDDCt Customer Business Gains Jobs Pains Gains Creators Pain Relievers Product Features Value Proposition l
  14. 14. l @saila #SNDDCt Customer Business Gains Jobs Pains Gains Creators Pain Relievers Product Features Value Proposition l
  15. 15. @saila #SNDDCt —Product Sketch for “Project Apt,” November 2014 Offer insightful, informative, personally relevant journalism for the Canadian business decision maker within a well- designed, and finite, reading experience.
  16. 16. l @saila #SNDDCt Product Scope Mid-December Busine ss News My Globe Investo r Article Feature Briefing Story Arc Company Reports Morning Noon Evening Weeken Geo Magazi ne Search Registratio Subscriptio iPad iPhone
  17. 17. l @saila #SNDDCt Product Scope Mid-December Busine ss News My Globe Investo r Article Feature Briefing Story Arc Company Reports Morning Noon Evening Weeken Geo Magazi ne Search Registratio Subscriptio iPad iPhone Apple Watch
  18. 18. @saila #SNDDCt October 2015
  19. 19. @saila #SNDDCt October 2015May
  20. 20. l @saila #SNDDCt First Concepts
  21. 21. l @saila #SNDDCt First Concepts
  22. 22. l @saila #SNDDCt Print Redesign
  23. 23. l @saila #SNDDCt Reusable Charts l
  24. 24. l @saila #SNDDCt
  25. 25. l @saila #SNDDCt Charts Digital + Print
  26. 26. l @saila #SNDDCt Packages High Density 1 3 Ad—Sponsor Content Ad— 300x250 5 8 9 10 4 62 7 2 3 7 4 5 6 Ad 1
  27. 27. l @saila #SNDDCt Packages Medium Density 1 2 3 4 5 6 7 Ad—Sponsor Content Ad— 300x250 1 2 3 4 Ad
  28. 28. l @saila #SNDDCt Packages Low Density 1 5 2 3 4 6 Ad—Sponsor Content Ad— 300x250 1 2 3 4
  29. 29. l @saila #SNDDCt Packages All together Special Feature Special Feature Ad Ad Special Feature Special Feature Ad Ad
  30. 30. l @saila #SNDDCt Reader Flow Natural News NEWS-1 NEWS-3NEWS-2 “Mix” Report on
 Business NEWS-4 ROB-4 ROB-5 MIX-2 MIX-3ROB-3 MIX-1 NEWS-5 ROB-6 NEWS-6 OB-1 ROB MIX-4 MIX-6MIX-5
  31. 31. l @saila #SNDDCt Reader Flow Natural News NEWS-1 NEWS-3NEWS-2 “Mix” Report on
 Business NEWS-4 ROB-4 ROB-5 MIX-2 MIX-3ROB-3 MIX-1 NEWS-5 ROB-6 NEWS-6 OB-1 ROB MIX-4 MIX-6MIX-5
  32. 32. l @saila #SNDDCt Reader Flow Natural News NEWS-1 NEWS-3NEWS-2 “Mix” Report on
 Business NEWS-4 ROB-4 ROB-5 MIX-2 MIX-3ROB-3 MIX-1 NEWS-5 ROB-6 NEWS-6 OB-1 ROB MIX-4 MIX-6MIX-5
  33. 33. l @saila #SNDDCt Reader Flow Natural News NEWS-1 NEWS-3NEWS-2 “Mix” Report on
 Business NEWS-4 ROB-4 ROB-5 MIX-2 MIX-3ROB-3 MIX-1 NEWS-5 ROB-6 NEWS-6 OB-1 ROB MIX-4 MIX-6MIX-5
  34. 34. @saila #SNDDCt
  35. 35. @saila #SNDDCt
  36. 36. Monthly visitors: 10% of web+mobile Daily visitors: 4× current Time spent: 2× increase @saila #SNDDCt
  37. 37. l @saila #SNDDCt
  38. 38. l @saila #SNDDCt First Cuts Briefing, Story Arc
  39. 39. l @saila #SNDDCt Reader Flow Discovery News “Mix” Report on
 Business ROB-2WS-5 NEWS-6 ROB-1 Profile ROB-3 ROB-5ROB-4 ROB-6 MIX-1
  40. 40. l @saila #SNDDCt Reader Flow Discovery News “Mix” Report on
 Business ROB-2WS-5 NEWS-6 ROB-1 Profile ROB-3 ROB-5ROB-4 ROB-6 MIX-1
  41. 41. l @saila #SNDDCt Reader Flow Discovery News “Mix” Report on
 Business ROB-2 ROB-4b ROB-4cROB-4a WS-5 NEWS-6 ROB-1 Profile ROB-3 ROB-5ROB-4 ROB-6 MIX-1
  42. 42. l @saila #SNDDCt Reader Flow Saving
  43. 43. l @saila #SNDDCt Reader Flow Saving ROB-5
  44. 44. l @saila #SNDDCt Reader Flow Saving ROB-5
  45. 45. l @saila #SNDDCt Reader Flow Saving ROB-5 SAVE-2 SAVE-1 ROB SAVE
  46. 46. l @saila #SNDDCt Reader Flow Constraints
  47. 47. l @saila #SNDDCt Reader Flow Retrace News NEWS-1 NEWS-3NEWS-2 “Mix” Report on
 Business NEWS-4 ROB- ROB-4 ROB-5 MIX-2 MIX-3ROB-3 MIX-1 NEWS-5 ROB-6 NEWS-6 -2 ROB-1 MIX-4 Profile M
  48. 48. l @saila #SNDDCt Reader Flow Retrace News NEWS-1 NEWS-3NEWS-2 “Mix” Report on
 Business NEWS-4 ROB- ROB-4 ROB-5 MIX-2 MIX-3ROB-3 MIX-1 NEWS-5 ROB-6 NEWS-6 -2 ROB-1 MIX-4 Profile M
  49. 49. l @saila #SNDDCt Reader Flow Retrace News NEWS-1 NEWS-3NEWS-2 “Mix” Report on
 Business NEWS-4 ROB- ROB-4 ROB-5 MIX-2 MIX-3ROB-3 MIX-1 NEWS-5 ROB-6 NEWS-6 -2 ROB-1 MIX-4 Profile M
  50. 50. l @saila #SNDDCt Dynamic Ads “Big Box” 1 2 3 4 5 6 7 Ad—Sponsor Content Ad— 300×250
  51. 51. l @saila #SNDDCt Dynamic Ads “3×6” 1 2 3 4 5 6 7 Ad—Sponsor Content Ad— 300×600
  52. 52. l @saila #SNDDCt Dynamic Ads Revised 1 2 3 4 5 6 7 Ad—Sponsor Content Ad— 300×600
  53. 53. l @saila #SNDDCt Dynamic Ads Revised 1 2 3 4 5 6 7 Ad—Sponsor Content Ad— 300×600
  54. 54. l @saila #SNDDCt Dynamic Ads Revised 1 2 3 4 5 6 7 Ad—Sponsor Content Ad— 300×600
  55. 55. l @saila #SNDDCt Dynamic Ads Revised Again 1 2 3 4 5 6 7 Ad—Sponsor Content Ad— 300×250
  56. 56. @saila #SNDDCt —@dansinker March 31, 2015 if you're a newspaper and you know you're publishing something that will garner a lot of attention, ask: WILL THIS LOOK LIKE SHIT ON THE WEB
  57. 57. @saila #SNDDCt
  58. 58. @saila #SNDDCt
  59. 59. l @saila #SNDDCt Article Design Webfonts
  60. 60. l @saila #SNDDCt Article Design Digital v. Print
  61. 61. @saila #SNDDCt April 10, 2015
  62. 62. l @saila #SNDDCt Closer But much thinner
  63. 63. l @saila #SNDDCt Closer But much thinner
  64. 64. l @saila #SNDDCt Closer But much thinner
  65. 65. l @saila #SNDDCt Closer But much thinner
  66. 66. l @saila #SNDDCt Front Weekday
  67. 67. l @saila #SNDDCt Business Midday
  68. 68. l @saila #SNDDCt “The Mix” Evening
  69. 69. l @saila #SNDDCt Weekend Saturday
  70. 70. @saila #SNDDCt May the work begins
  71. 71. @saila #SNDDCt Thank you. l ␣ ␣ ○␣l l @saila #SNDDCt Craig Saila, The Globe and Mail

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