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

1. UNDERSTAND //
INSIGHTS: SIGNALS
05 / 20 / 16 | REPORT BY LAURA COCHRAN

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. TODAY’S OBJECTIVE
Share the insights and opportunity areas for
enhancing Copilot.

4. USER-CENTERED DESIGN
UNDERSTAND
DEFINE
DIVERGE
DECIDE
PROTOTYPE
VALIDATE

5. WHAT WE DID
8
18IN-DEPTH USER
INTERVIEWS
EXTREME USER
TYPES
6STAKEHOLDER
INTERVIEWS
30+COMPETITIVE
ANALYSIS
4RESEARCH
METHODS
7BRANDS

7. 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;

8. OUR FINDINGS
The current systems for delivering information are
broken.

9. THE SOLUTION
We need to create a smart system of signals —
actionable advice for people delivered when
they need it, where they need it.

10. 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.

11. CREATING A
SMART SYSTEM
FOR SIGNALS

12. 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

13. What is actionable changes based
on what people are doing.

14. Wake Up Office :30 The Standup The Grind Closing Shop
Then heigh-ho, the holly! This life is
most jolly.

15. REFLECTING PLANNING DELIVERING OPTIMIZINGMENTAL CYCLES
Wake Up Office :30 The Standup The Grind Closing Shop

16. What people are doing also
dictates how you should
communicate with them.

17. I’ll Find You Find Me
REFLECTING PLANNING DELIVERING OPTIMIZING

18. 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

19. 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

20. 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

21. 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?

22. DRAFTS DUE
COVER STORY
READY TO PUBLISH
NEEDS EDITS
NEEDS TEST KITCHEN
VIDEO
NEEDS ART
PACKAGE STORY
PHOTOS UPLOADED
PUBLISHED

23. Today’s Assignments
YOUR STORIES
ALL STORIES

24. MOST TWEETED
BIGGEST ON MOBILE
HOT ON SEARCH
MOST POPULAR ON FACEBOOK
MAY 20, 2015

25. 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?

26. THE OPPORTUNITY: DELIVERING
How might we help Rick and Stacie follow a story
and get updates on a story’s progress?

27. Today’s Assignments
YOUR STORIES
ALL STORIES
ADD PHOTOS ADD VIDEO
FOLLOWING
UNFOLLOW

28. THE OPPORTUNITY: OPTIMIZING
How might we give our users clear and actionable
plays to increase scale, loyals and relevance after a
story goes live?

29. Playbook
TWITTERVERSE ISNT FEELING IT
COULD USE A BOOST
SEO SCORE 64
PEOPLE ARE SEARCHING FOR
UPDATE TOUT REPROMOTE UPDATE HEADLINES
68% Towards Goal

30. THE OPPORTUNITY: REFLECTING
How might we make information needed for
reflection more usable and accessible?

31. MAY 20, 2016
MOST TWEETED
BIGGEST ON MOBILE
HOT ON SEARCH
MOST POPULAR ON FACEBOOK

32. TAKEAWAYS
People need smarter signals.
Actionable, timely, location-aware advice is the
biggest opportunity for Copilot.

33. 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.

34. THE TEAM
Laura Cochran
Laura Carroll
Nadia Rivadeneira
Caroline Casanova

35. Q&A SESSIONS AT 2 P.M. & 3 P.M.