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UNDERSTAND //
INSIGHTS: SIGNALS
05 / 20 / 16 | REPORT BY LAURA COCHRAN
ABOUT THIS REPORT
This research began with the question of, “How
might we help Copilot users create, edit and
discover the...
TODAY’S OBJECTIVE
Share the insights and opportunity areas for
enhancing Copilot.
USER-CENTERED DESIGN
UNDERSTAND
DEFINE
DIVERGE
DECIDE
PROTOTYPE
VALIDATE
WHAT WE DID
8
18IN-DEPTH USER
INTERVIEWS
EXTREME USER
TYPES
6STAKEHOLDER
INTERVIEWS
30+COMPETITIVE
ANALYSIS
4RESEARCH
METH...
OUR FINDINGS
The information that matters most to people relates
to two types of projects:
Projects where people are a dir...
OUR FINDINGS
The current systems for delivering information are
broken.
THE SOLUTION
We need to create a smart system of signals —
actionable advice for people delivered when
they need it, where...
BUSINESS VALUE
Two opportunity areas for the business:
Make the editorial production process more efficient so they can spen...
CREATING A
SMART SYSTEM
FOR SIGNALS
People are looking for what they
missed and what is actionable.
“If they’re all there, they’re not all
that important.” Em...
What is actionable changes based
on what people are doing.
Wake Up Office :30 The Standup The Grind Closing Shop
Then heigh-ho, the holly! This life is
most jolly.
REFLECTING PLANNING DELIVERING OPTIMIZINGMENTAL CYCLES
Wake Up Office :30 The Standup The Grind Closing Shop
What people are doing also
dictates how you should
communicate with them.
I’ll Find You Find Me
REFLECTING PLANNING DELIVERING OPTIMIZING
People need to see the plays and
the reward for making it to the
end zone.
“I just want to be given the lineup and it show...
A story going live is the
50-yard line.
“I’ll get a notification to my email saying ‘this article has been created’ and I c...
If you disappoint them, they’ll
ignore your calls.
“I put a red on the notification thing because who wants to see all
thos...
THE OPPORTUNITY: PLANNING
How might we provide story inspiration through
smart, easily discoverable signals in the plannin...
DRAFTS DUE
COVER STORY
READY TO PUBLISH
NEEDS EDITS
NEEDS TEST KITCHEN
VIDEO
NEEDS ART
PACKAGE STORY
PHOTOS UPLOADED
PUBLI...
Today’s Assignments
YOUR STORIES
ALL STORIES
MOST TWEETED
BIGGEST ON MOBILE
HOT ON SEARCH
MOST POPULAR ON FACEBOOK
MAY 20, 2015
THE OPPORTUNITY: DELIVERING
How might we help Rick and Stacie know what
assets are missing for stories on the lineup and
w...
THE OPPORTUNITY: DELIVERING
How might we help Rick and Stacie follow a story
and get updates on a story’s progress?
Today’s Assignments
YOUR STORIES
ALL STORIES
ADD PHOTOS ADD VIDEO
FOLLOWING
UNFOLLOW
THE OPPORTUNITY: OPTIMIZING
How might we give our users clear and actionable
plays to increase scale, loyals and relevance...
Playbook
TWITTERVERSE ISNT FEELING IT
COULD USE A BOOST
SEO SCORE 64
PEOPLE ARE SEARCHING FOR
UPDATE TOUT REPROMOTE UPDATE...
THE OPPORTUNITY: REFLECTING
How might we make information needed for
reflection more usable and accessible?
MAY 20, 2016
MOST TWEETED
BIGGEST ON MOBILE
HOT ON SEARCH
MOST POPULAR ON FACEBOOK
TAKEAWAYS
People need smarter signals.
Actionable, timely, location-aware advice is the
biggest opportunity for Copilot.
INSIGHTS SUMMARY
People are looking for what they missed and what is actionable.
What is actionable changes based on what ...
THE TEAM
Laura Cochran
Laura Carroll
Nadia Rivadeneira
Caroline Casanova
Q&A SESSIONS AT 2 P.M. & 3 P.M.
Helping Editors Make Prioritize & Make Data-Driven Decisions
Helping Editors Make Prioritize & Make Data-Driven Decisions
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Helping Editors Make Prioritize & Make Data-Driven Decisions

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This research share out explores the design challenge: How might we help editors discover, create and edit the content that matters most?

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Helping Editors Make Prioritize & Make Data-Driven Decisions

  1. 1. UNDERSTAND // INSIGHTS: SIGNALS 05 / 20 / 16 | REPORT BY LAURA COCHRAN
  2. 2. ABOUT THIS REPORT This research began with the question of, “How might we help Copilot users create, edit and discover the content that matters most and limit the reliance on search?”
  3. 3. TODAY’S OBJECTIVE Share the insights and opportunity areas for enhancing Copilot.
  4. 4. USER-CENTERED DESIGN UNDERSTAND DEFINE DIVERGE DECIDE PROTOTYPE VALIDATE
  5. 5. WHAT WE DID 8 18IN-DEPTH USER INTERVIEWS EXTREME USER TYPES 6STAKEHOLDER INTERVIEWS 30+COMPETITIVE ANALYSIS 4RESEARCH METHODS 7BRANDS
  6. 6. OUR FINDINGS The information that matters most to people relates to two types of projects: Projects where people are a direct contributor; Projects where people opt in to receive information;
  7. 7. OUR FINDINGS The current systems for delivering information are broken.
  8. 8. THE SOLUTION We need to create a smart system of signals — actionable advice for people delivered when they need it, where they need it.
  9. 9. BUSINESS VALUE Two opportunity areas for the business: Make the editorial production process more efficient so they can spend time making their content more relevant to the audience and increasing loyals; Give people insights that help them distribute content far and wide, increasing scale - the primary marketplace currency and metric for determining overall brand health.
  10. 10. CREATING A SMART SYSTEM FOR SIGNALS
  11. 11. People are looking for what they missed and what is actionable. “If they’re all there, they’re not all that important.” Emily “It would be nice if it [Copilot] knew who you were and it could highlight “needs edits from you” in bright red.” Maggie
  12. 12. What is actionable changes based on what people are doing.
  13. 13. Wake Up Office :30 The Standup The Grind Closing Shop Then heigh-ho, the holly! This life is most jolly.
  14. 14. REFLECTING PLANNING DELIVERING OPTIMIZINGMENTAL CYCLES Wake Up Office :30 The Standup The Grind Closing Shop
  15. 15. What people are doing also dictates how you should communicate with them.
  16. 16. I’ll Find You Find Me REFLECTING PLANNING DELIVERING OPTIMIZING
  17. 17. People need to see the plays and the reward for making it to the end zone. “I just want to be given the lineup and it show exactly what’s missing and what I need to track down.” Genevieve
  18. 18. A story going live is the 50-yard line. “I’ll get a notification to my email saying ‘this article has been created’ and I can click there and go to the article. I can know where it’s going every step of the way. When it’s edited, scheduled, etc.” Josie
  19. 19. If you disappoint them, they’ll ignore your calls. “I put a red on the notification thing because who wants to see all those notifications?” And later, “It seems like we just don’t want to be bothered.” Matt “LinkedIn’s notifications are “nonsense notifications, like spam,” John
  20. 20. THE OPPORTUNITY: PLANNING How might we provide story inspiration through smart, easily discoverable signals in the planning stage? How might we better integrate existing products used to plan so the story planning process is linked to the Copilot production and optimization process?
  21. 21. DRAFTS DUE COVER STORY READY TO PUBLISH NEEDS EDITS NEEDS TEST KITCHEN VIDEO NEEDS ART PACKAGE STORY PHOTOS UPLOADED PUBLISHED
  22. 22. Today’s Assignments YOUR STORIES ALL STORIES
  23. 23. MOST TWEETED BIGGEST ON MOBILE HOT ON SEARCH MOST POPULAR ON FACEBOOK MAY 20, 2015
  24. 24. THE OPPORTUNITY: DELIVERING How might we help Rick and Stacie know what assets are missing for stories on the lineup and where to find assets for stories?
  25. 25. THE OPPORTUNITY: DELIVERING How might we help Rick and Stacie follow a story and get updates on a story’s progress?
  26. 26. Today’s Assignments YOUR STORIES ALL STORIES ADD PHOTOS ADD VIDEO FOLLOWING UNFOLLOW
  27. 27. THE OPPORTUNITY: OPTIMIZING How might we give our users clear and actionable plays to increase scale, loyals and relevance after a story goes live?
  28. 28. Playbook TWITTERVERSE ISNT FEELING IT COULD USE A BOOST SEO SCORE 64 PEOPLE ARE SEARCHING FOR UPDATE TOUT REPROMOTE UPDATE HEADLINES 68% Towards Goal
  29. 29. THE OPPORTUNITY: REFLECTING How might we make information needed for reflection more usable and accessible?
  30. 30. MAY 20, 2016 MOST TWEETED BIGGEST ON MOBILE HOT ON SEARCH MOST POPULAR ON FACEBOOK
  31. 31. TAKEAWAYS People need smarter signals. Actionable, timely, location-aware advice is the biggest opportunity for Copilot.
  32. 32. INSIGHTS SUMMARY People are looking for what they missed and what is actionable. What is actionable changes based on what people are doing. What people are doing also dictates how you should communicate with them. People need to see the end zone and the plays. A story going live is the 50-yard line. If you disappoint them, they’ll ignore your calls.
  33. 33. THE TEAM Laura Cochran Laura Carroll Nadia Rivadeneira Caroline Casanova
  34. 34. Q&A SESSIONS AT 2 P.M. & 3 P.M.

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