The current apps (Android and IOS) used for the flagship publication "The Mirror" and 12 other publications across the country was dated in interface, based on old technology which was incapable of surfacing the full breadth of our content and had very little opportunity for monetisation with the business.
While improving the technology, we would take the opportunity to expand with new monetisation opportunities, improve the interface to re-inspire our existing users and use modern design concepts to create a fluid ecosystem for users.
Tearing about the current analytics from our existing apps, we began to profile our users and their habits. While the ap had a higher engagement level than other media, the breadth of our content was not being used due to the limitations of the current systems. This boiled down to the creation of three different audience profile snackers, lunchers and smorgasboard users.
At the start we set our goal at creating an interface that would engage all three user types. Based on 6 months worth of user testing, MVT testing and small tactical project we leveraged off the card style interfaces previously created to roll these into a very simple navigation paradigm that allowed for three different user habits. In order to test this completely we created a functional prototype to communicate and test the viability and use of thec completely different interface.
Due to the complete difference in the market place of the interface, we took the prototype out to a number of focus groups and guerilla user testing sessions. The outcome was an over whelming positive success for both existing users and users not familiar with the brand.
With a completely new internal team assembled, we created a number of elements to accompany the prototype to wrk hand in hand with the developers. These included videos, animations and design workflows to help developers understand the app in its entirety and the use cases and stories.
The following insights were gathered during the insights and user testing and were used to complete the final interface.
A completely unique card based solution was designed with three different navigation paradigms. This allowed our snakers to quickly flick through content, our lunchers to tailor and consumer what they needed and a more detailed (fully scrollable) experience for our smorgasbord users who wanted to view everything. Creative use of article summaries to embed in native advertising and an article view with retractable navigation and advertising to meet the commercial objectives without getting in the road of the user.