Gannett

— Services

Digital Product Innovation + Experience Design
Ideating product strategy and experience design to launch a new portal for Boomers

— The Context

With 75 million baby boomers online today…

they represent a valuable demographic for digital media outlets. But these web users have unique usability needs and specific content preferences.

— The Challenge

Gannett wanted to provide a relevant offering to this unique audience…

and was looking for a go-to market strategy for its new boomer-targeted portal offering. What they needed was a nimble experience design partner who could quickly and intelligently help validate internal assumptions and map out a process to grow ideas into fully designed, release-ready products and services.

— The Solution

Our work began with mapping existing user flows and creating wireframes…

to define the hierarchy of content offerings. We worked closely with visual designers and the development team to ensure that our recommendations could come to life within the brand’s existing technology.

Our strategic thinking included many new features based on emerging trends and usage patterns, such as:

· Subscription boxes

· Curated product catalogs

· Quick/progressive quizlets to support decision-making

Working alongside the agile team to prepare designs ahead of sprint cycles, we crafted flows and wires to effectively and efficiently illustrate designs. Built as an MVP (minimum viable product), the result was a quickly developed, working prototype the organization could begin to market.