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Helping Editors Make Prioritize & Make Data-Driven Decisions

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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