digitalwinners2013:johan brockfield ny shared
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Digital Winner 7-8 November: Designing services that triggers payment, Johan von Hanno BrockfieldTRANSCRIPT
Johan Brockfield, strategy advisor at Making Waves
Designing new revenue opportunities
The great challenge:
Young people are leaving traditional print media in favor of
digital channels
The concept: Combine editorial fashion content,
popular bloggers, personal user profiles and web shopping
DESIGN THINKING
User centric
Multidisciplinary
Early testing
Creative methods
Visualization
Iterations
Our basic questions
• Why do you visit fashion websites and blogs?
• How do you involve your friends when you go shopping?
• How do you react to paid content?
User insight
What we found. Users told us:
• We visit fashion blogs … because every girl wants to be unique
• However, when actually shopping, we aren’t
• Shopping is not social!• Inspiration is social. Shopping is war
• Paid content? … we don’t mind!• We know perfectly well that there is money involved
User insight
Our recommendations
•Every girl wants to be unique• So we gave them lookbooks where users can combine clothes to
create their own unique style
•Since users don’t find shopping social …
• We designed a secret wish list, where they can gather their favorite clothes. Away from their friends. And the wish list actually doubles as a shopping basket …
•So, paid content is trusted• This is a great business opportunity: Bonnier can build
partnerships with brands and bloggers, and get a cut of their revenue – while Stylista’s readers are perfectly happy!
User insight
Stylista.no is live!
Stylista.no is live!
Stylista.no is live!
Three types of digital income
• Digital media revenue has been about ads and/or user payment
• Stylista challenges this model by adding bloggers and shopping
• At Stylista.no, Bonnier has three sources of income:
Banner ads
+ a cut of the promotion revenue from the profiled bloggers
+ a cut of the revenue from the items sold through Stylista
New revenue opportunities
The ethics?
•Stylista is a commercial website, and the target group is used to distinguishing between editorial and paid content
•Stylista’s mix is not a model for all media
•Stylista is a way of accommodating the needs and behavior of a young audience on their own premises – and actually making money in a digital channel
What can the Stylista case teach us?
•Companies that obtain real user insight, and innovate to meet the users’ needs, will find new income opportunities
•Design Thinking is a strong method to gain valuable user insight and design profitable services