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NEWS CORP
Launching an Unrivalled Mobile News App

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OVERVIEW

By understanding how customers feel about mobile, Proto Partners were able to articulate how and why content and service delivery should be considered through the lens of the ‘job’ it is doing for customers, rather than driven by technology capabilities.
 

BUSINESS/DESIGN CHALLENGE

In a rapidly expanding mobile market, how might News Ltd deliver an outstanding mobile news experience that is both relevant and meaningful for consumers?

CUSTOMER STRATEGY

Using a “jobs to be done” innovation framework, we discovered exactly what tasks consumers’ use their mobile phone for at various times of the day. The extent to which a mobile phone impacted on a consumer’s day astounded both our client and us. Mobiles enable our ability to build our identity, feel connected to our world, ward off feeling lonely, increase compulsiveness, fragment our attention and even drive us to become more reward driven.

By understanding the jobs people needed to do, Proto Partners were able to develop an actionable range of mobile initiatives. These were designed to meet the behavioural needs and drivers of people by using the wide range of News Limited’s products and service offerings.

The project insights and outcomes allowed us to sharpen News Limited’s customer engagement strategy, paying close attention to the interrelationships between mobile and news media. This strategy will guide the inclusion of the mobile context in future projects and management decisions.

OUTCOME

By understanding how customers feel about their mobile devices, Proto Partners was able to articulate how and why content and service delivery should be considered through the lens of the ‘job’ it is doing for customers, rather than driven by technology capabilities. The implementation of this knowledge across News Limited has unlocked and informed new projects along with products, UX and new features.
 


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