Diversifying CNN to inform, engage and empower Gen Z in emerging markets
Hats Worn
UX Researcher • Product Strategist • User Testing • Product Design
Collaborators
Honey Mehta, Rishi Sankhyayan, Nabhya Parman
Mentor: Dasami Moodley, Nathan Portlock, Damian Wolfgram
Platform
Mobile Application
Timeline
4 months | May 2023 - Aug 2023
Context
CNN’s vision
CNN aims to break into emerging markets and invite Gen Z to adopt news produced + distributed by them.
This is a story of..
How we implemented product strategies for CNN to reach 900M+ new users and foster ~60% rise in daily active users.
We started by understanding customer behaviors and decision drivers
Uncovering Research*
* Research Methodology - Literature Review, Ethics Review, Competitive Analysis, Surveys, In-depth Interviews, and Systematic Analysis
We tested a few assumptions after the initial research
We took an assumptions driven approach based on GenZ behaviors, preferences and news reading habits.
Modernized consumption
Averse to traditional formats
Echo chamber preferences
Hyper-contextual news bias
Conditioned to simpler formats
Lack patience for long-form
Mobile-first inclination
Limited to smartphone-skimming
Key Insights from In-depth Research
Takeaways from talking to people and conducting a systematic analysis
Seamlessly integrating news into daily routines of our users
News on the go
Concise and easily digestible content for quick and efficient consumption
Max. knowledge, min. effort
Creating immersive interactions like quizzes and polls; inviting individuals in the story
Bystanders to participants
Breaking news monotony by leveraging individual interests and offering varied viewpoints
Diverse & intriguing perspectives
Assumptions v/s Reality
Some of our assumptions were busted and here’s what we found out
Modernized consumption
Prefer a balance
Contextually and globally relevant.
Echo chamber preferences
Averse to false news
Technologically fluent to validate news sources.
Conditioned to simpler formats
Interest based consumption
Invest time and effort in news for topics of interest.
We imagined two key archetypes for this project based on our interview responses
Key Archetypes
Crafting experiences at the intersection of Desirability, Viability and Feasibility
Building the solution: Design Interventions
Product Strategy: WhatsApp for Business
Product: Hyperlocal news through local.eyes
Choose and subscribe to news from cities and regions you care about with local.eyes
Improved share-ability
• Amplifying visibility and engagement
• Driving higher click-through
Leveraging WhatsApp for business to establish direct communication with our customers.
But Why?
• Harnessing familiar behavior
Low barrier to entry
Regional languages to promote inclusivity
Product: News appetizers via Snaq
A Progressive Web App that hosts some of the most recent news pieces as seen on social media.
Repackaged for attention
Lessons learnt
Reflections & Takeaways
Testing Early and Often: I found that consistent user testing from the outset was crucial. This iterative approach helped me identify and address issues early, leading to a more tailored user experience.
Embracing Fresh Starts: I learned that it's okay to start over if necessary. Realigning our design based on user feedback and market insights often led to more successful UX solutions for CNN's emerging market audience.
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🏆 Award Winning • Speculative • Visual Design • Data Visualization