Having the biggest regional newspapers in the area of Mannheim and Ludwigshafen am Rhein the Mediengruppe Dr. Haas is keen on delivering the most relevant and interesting news for their readers.
With a clear focus on the website of the Mannheimer Morgen and its regional derivates Südhessen Morgen, Bergsträsser Anzeiger, Schwetziger Zeitung/Hockenheimer Tageszeitung and Fränkische Nachrichten called "morgenweb" and its digital services a complete overhaul is clearly needed once you have seen the status-quo.
Digital design experts Edenspiekermann have been hired to do so and with their experience in co-creative work their focus is definitely on a user-centered approach and an outstanding customer experience.
My assignment was both quantitative as well as qualitative User Research to develop reader typologies which can then be used to refine the concept for the new morgenweb.
That included an open questionnaire on the website of the morgenweb to evaluate theuser experience and who the consumers of the morgenweb in general are.
Telephone interviews with participants pre-selected by the publishing house deepened those insights even more.
The result were four reader typologies: From the Casual Reader to the News Professional – all of them enriched with a destinctive data analysis and profiles to get a clear image of who the readers of tomorrow's morgenweb are.
Mediengruppe Dr. Haas
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