Attract young people to sports content on digital platforms
[Project 5: Editorial Design] 5-Days Sprint| Group: Yan Li e Aila| Ironhack São Paulo
The consumption of digital editorial content has grown considerably in the last year, the most traditional magazines and newspapers on the market have had the digital version since the 2000s, but in the last 5 years, these platforms have been occupying more and more space in the market.
In this project, Aila and I were challenged to create a responsive online platform for a magazine, newspaper, or blog aimed at meeting the objectives and needs of one of the personas presented by the briefing. The project was carried out entirely together and we worked remotely.
The entertainment and media market is expected to jump from 36 billion in 2018 to 47 billion dollars in 2023. Following global trends, most of this revenue will come from internet access subscriptions. And the explosion of podcasts and increased consumption of streaming music services will insert audio into the budget of marketers in 2020. Therefore, it is important to create a digital editorial platform that offers content focused on specific urban and non-traditional sports so that our Persona can relate and have a pleasant and aggregating experience.
How can we create a responsive digital editorial platform that offers content focused on urban and non-traditional sports so that our Persona can relate and have a learning and entertaining experience?
Users & Audience
We interviewed a few young adults (5 remote interviews due to Covid-19) to understand how our persona behaves and acts. To better understand our persona, his behavior, pains, goals, and needs, we made Eric’s empathy map.
Eric: he is 21 years old, he left university to visit new places, new cultures and to win the world. He’s always on the move, exploring the best a city has to offer in the urban sports universe. He is always on social media where he finds his tribe there. This tribe always records their actions and sports challenges that they compete with and upload on the internet or share with each other. He’s always on the move and prefers everything that is easily accessible. The type of media he consumes are podcasts, videos, and content that demonstrates sports combined with attitude.
- Insights that led to Solution
- Sketches and Ideation Process
- Outcome Scenario
- Onboarding Journey
- Tested Wireframes
- Responsive high-fidelity Prototype in mobile and desktop.
We performed benchmarking analyzing digital editorials that our persona consumes based on interviews to better understand what we could offer as a differential.
Types of media he consumes:
We understood he doesn’t read much, or at least that’s what he thinks. He’s dispersed and wants to-the-point and amusing information.
Goals: travel around the world, learning parkour, make friends everywhere.
Therefore, we decided to offer specific content for travelers:
- short stories
- heavy on video and audio content
- city guide
- events near him
- reading time
- social media share via WhatsApp, Snapchat, Facebook and Instagram
We performed via card-sorting method how the editorial should be divided, and concluded the best way is to organize by sports type as well as by city guide as the interviewers were demonstrating they wanted to see what events are happening next to them by geolocation, and based on the sports category.
We then performed an Architectural information site map.
We conducted a desirability test to understand what feelings our solution was bringing to the user and whether we were on the right track. We showed testers our initial mood board and asked them to express their feelings. We made positive discoveries with this first test and followed the path that we had some minor adjustments.
We seek to bring to our platform an experience that is out of the obvious, that refers to movement, breaking rules and the urban environment — both in identity and in usability,
Always thinking about movement, we made the interactions refer to the motion of skateboarding, bringing the physical experience of urban sports to the digital universe.
That done, we created a visual identity. We created our brand, a mood board to represent urban sports and defined colors, typography, and elements.
Aila initially created the screens in mobile in Mid-fidelity, while I was following her and added the content, transitioning it to High-Fidelity. We both later made the prototyping connections based on our user flow. Once we finished the mobile prototype, we jumped to the desktop version.
We performed 5 usability tests (3 remotely and 2 in-person) with our prototype already in high fidelity, we received some more insights from the users, and with them, we made the final adjustments.
- Adjustments in font size in mobile and desktop versions.
- Inclusion of sharing icons.
- Adjust the size of the logo on the mobile.
- Adjustments in the size of buttons and tags in the desktop version.
- Consistency of the use of the gradient.
We chose the mobile platform as the main one for our project because after analyzing the persona we understand that our users are young and are always on the go and always connected, that’s why mobile access is better suited to the routine of our audience.
Outcome & Lessons
This is the first product we incorporated branding, personal mood board, responsive Webdesign, color, typography, shape, logo, desirability testing, UX in motion, micro-interactions! All in four days!
It was crucial to understanding the importance of the style guide and the element library. As the project was developed in pairs and due to its relatively high complexity, with several screens, interactions, in addition to responsiveness, it became clear the importance of having defined and organized all the elements necessary for the construction.
This project was also the first one done remotely due to COVID-19, therefore there were some technical issues using XD, so we jumped in to use Figma Collaboration and it turned out to be a great flow.
Aila was also a great person to work with! I really enjoyed her insights and her personality! Such a blessed teammate!