Industry
News Media
Design Category
Service Design
Behavior Design
Scope
Workshopping
Messaging Discovery
Tools
Research Survey
Fuels and Pulls Diagram
Story Framework
The Problem:
A decreasing slope in engagement revealed that modern readership expectations were not being met by the historical model of news agency communication.
Context:
A news agency with a national audience is currently transitioning from a niche land use monitor and advocacy group into a public service news organization with a focus on community support and broad readership. However, the organization is experiencing challenges with decreasing readership due to an unclear news-writing framework. The agency needed to innovative in a way that could easily be adopted by editors and journalists during this time of crucial transition.
Who's the Client?
Our client is a news agency that delivers in-depth reporting, informs readers on current events, and improves local decision-making.
The Design Challenge
In what ways might we innovate a news reporting framework?
Our Design Process Provided...
Created A Framework that Reports Through Storytelling
Explored Insights on the Company's "Why"
Grew a Reading Audience and Deepened Community Trust
Understand
We conducted research, observational data gathering, and new survey designs in order to discover ...
Internal organizational challenges
Current roll-out of news room strategies
Newsroom culture and communication
What “fuels” and “pulls” the newsrooms decision making around ideation and strategy.
Explore
Through workshopping directly with the news agency, we worked alongside head editors as we …
Consolidated news-writing data for future brainstorming
Ideated a new news-writing framework for storytelling
Ordered the composition and flow for how leadership would teach this new framework to other reporters
Materialize
After guiding company leadership in discovering new storytelling techniques, we ultimately delivered the client...
A Framework on how to report through storytelling, writing for extracting the North Star, identifying the emotion, capitalizing on attention grabbers, building off belief systems, and creating memorable moments from daily news
Increased strategic methods to analyze data around reader engagement and retention
The Outcome?
'Story' is sense-making tool and is both human and scalable, allowing the newsroom to operate at creative capacity. Engaged reporters are now driving the behavior of engaged readership. With a storytelling framework, the news agency's 'why' is reinforced, creating room to strategize from new data and insights that pour in with every piece they write.
The Impact
The news brand can now better execute its vision to transition from a small, focused news agency an independent news organization with....
“A new way of thinking and getting re-invigorated forfor the hard work we’re trying to get done.”
“Powerful vehicle for jumpstarting challengiing conversations with a community centered focus. “
