Product concept challenge - Help! We need better content. Improve the site's content by helping authors create more targeted content for our readers.

1. Help! We need
better content
Product Challenge

2. Quality of content written
by Authors is poor

3. Quality of content written by Authors is poor
What’s happening? The site is for investment industry professionals. Our
number of unique readers consuming opinions on the Equities channel has
been decreasing over time.
Our research has surfaced that readers have stopped reading the site’s equities
channel because the quality of the content/opinion being posted is not being
valued.
Authors are not getting traction with their commentary, and site needs the
Authors to write better material more consistently going forward.

4. Our focus
Help Authors:
1) Understand how well
they are performing
2) Find ways to focus on
writing more targeted
opinion

5. Assumptions
1. Authors are amateur writers rather than professional
writers
2. Authors are industry professionals
3. Authors are average technology users
4. Authors to large disruptions to their workflow

6. Hypothesis
Helping…
● Authors target their topics
● Authors improve their writing
By…
● Providing insights about the site’s readers & content
● Providing insights on topics tailored to each author
● Providing insights on each others published work
Will...
● Lead to better content, adding readers and increasing
return readers

7. Themes
How might we improve the author's
ability to create targeted, useful
content for our readers?
Inspire authors with content trends
Providing focused feedback on published work
Provide insights on writing style

8. Author Landing Page Mockup

9. Writing Page Mockup

10. Article Impact Page Mockup

11. Inspire authors
with content trends
As an author I want to get ideas on
what to write in order to deliver
relevant content & increase my
readership
● As an author I want to see what topics are trending on the
landing page in order to inspire my upcoming writing
● As an author I want to see what other topics my readers are
reading on the landing page in order to inspire my upcoming
writing
● As an author I want to see what topics are trending which I
have written about when I am starting a new article in order to
tailor my upcoming writing
● As an author I want to see suggested topics in order to inspire
me to write relevant topics

12. Providing focused
feedback on
published work
As an author I want to get feedback on
my published work in order to improve
my future writing
● As an author I want to see what is being clicked on in order to
see what’s working and what isn’t
● As an author I want to see what is being clicked on and read in
order to see what’s working and what isn’t
● As an author I want to see when readers are abandoning my
article in order to identify issues with content and length
● As an author I want to see how my recent articles are trending
in order to see what’s popular and what isn’t

13. Provide insights on
writing style
As an author I want to see the types of
writing that is working in order to
increase my readership & engagement
● As an author I want to know when to send out my articles in
order to reach the most relevant audience
● As an author I want to see the tone of writing that is working in
order to shape my writing
● As an author I want to see the length of writing that is working
in order to shape my writing
● As an author I want some help in choosing channels, regions
and forums in order to get my content to the right people
● As an author I want to be prompted if my content is better
suited for another channel in order to get my content to the
best audience