Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Designing
new revenue
opportunities
Johan Brockfield, strategy advisor at Making Waves
The great challenge:
Young people are leaving traditional
print media in favor of digital channels
The concept:
Combine editorial fashion content,
popular bloggers, personal user profiles
and web shopping
DESIGN THINKING

User centric

Early testing

Multidisciplinary

Visualization

Creative methods

Iterations
User insight

Our basic questions
• Why do you visit fashion websites and
blogs?
• How do you involve your friends when yo...
User insight

What we found. Users told us:
• We visit fashion blogs … because every girl
wants to be unique
•

However, w...
User insight

Our recommendations
• Every girl wants to be unique
•

So we gave them lookbooks where users can combine clo...
Stylista.no is live!
Stylista.no is live!
Stylista.no is live!
New revenue opportunities

Three types of digital income
• Digital media revenue has been about ads
and/or user payment
• ...
The ethics?
• Stylista is a commercial website, and the
target group is used to distinguishing between
editorial and paid ...
What can the Stylista case teach us?
• Companies that obtain real user insight, and
innovate to meet the users’ needs, wil...
DigitalWinners2013:Johan brockfield ny shared
DigitalWinners2013:Johan brockfield ny shared
DigitalWinners2013:Johan brockfield ny shared
DigitalWinners2013:Johan brockfield ny shared
DigitalWinners2013:Johan brockfield ny shared
DigitalWinners2013:Johan brockfield ny shared
Upcoming SlideShare
Loading in …5
×

DigitalWinners2013:Johan brockfield ny shared

260 views

Published on

Digital Winner 7-8 November:
Designing services that triggers payment, Johan von Hanno Brockfield

Published in: Design, Technology
  • Be the first to comment

DigitalWinners2013:Johan brockfield ny shared

  1. 1. Designing new revenue opportunities Johan Brockfield, strategy advisor at Making Waves
  2. 2. The great challenge: Young people are leaving traditional print media in favor of digital channels
  3. 3. The concept: Combine editorial fashion content, popular bloggers, personal user profiles and web shopping
  4. 4. DESIGN THINKING User centric Early testing Multidisciplinary Visualization Creative methods Iterations
  5. 5. User insight Our basic questions • Why do you visit fashion websites and blogs? • How do you involve your friends when you go shopping? • How do you react to paid content?
  6. 6. User insight What we found. Users told us: • We visit fashion blogs … because every girl wants to be unique • However, when actually shopping, we aren’t • Shopping is not social! • Inspiration is social. Shopping is war • Paid content? … we don’t mind! • We know perfectly well that there is money involved
  7. 7. User insight Our recommendations • Every girl wants to be unique • So we gave them lookbooks where users can combine clothes to create their own unique style • Since users don’t find shopping social … • We designed a secret wish list, where they can gather their favorite clothes. Away from their friends. And the wish list actually doubles as a shopping basket … • So, paid content is trusted • This is a great business opportunity: Bonnier can build partnerships with brands and bloggers, and get a cut of their revenue – while Stylista’s readers are perfectly happy!
  8. 8. Stylista.no is live!
  9. 9. Stylista.no is live!
  10. 10. Stylista.no is live!
  11. 11. New revenue opportunities Three types of digital income • Digital media revenue has been about ads and/or user payment • Stylista challenges this model by adding bloggers and shopping • At Stylista.no, Bonnier has three sources of income: Banner ads + a cut of the promotion revenue from the profiled bloggers + a cut of the revenue from the items sold through Stylista
  12. 12. The ethics? • Stylista is a commercial website, and the target group is used to distinguishing between editorial and paid content • Stylista’s mix is not a model for all media • Stylista is a way of accommodating the needs and behavior of a young audience on their own premises – and actually making money in a digital channel
  13. 13. What can the Stylista case teach us? • Companies that obtain real user insight, and innovate to meet the users’ needs, will find new income opportunities • Design Thinking is a strong method to gain valuable user insight and design profitable services

×