AGILE PROPOSITION DESIGN.
PROPOSITION DEVELOPMENT & DIGITAL EXPERIMENTATION
September 2022 - November 202
Project Team: Project Lead & Innovation Manager
My Role: Innovation Manager
Challenge:
NewsCorp Australia faced a two-fold challenge: diversifying their revenue stream in a saturated digital market and developing a repeatable process for rapid testing, learning, and validation of new digital propositions and platform features.
Background:
NewsCorp Australia, like many online media businesses in today's rapidly evolving digital economy, faced significant challenges in commercialising their products. Content saturation has created a landscape of overwhelming choice for consumers, further compounded by post-COVID economic pressures impacting discretionary spending.
This intense competition demanded standout propositions and a strategic shift to adapt to evolving consumer preferences, particularly the growing trend towards short-form and interactive content.
Approach:
Over a 3-month period, we embarked on a series of lean, iterative and agile sprints to tackle NewsCorp Australia's commercialisation challenges.
Deep Dive Exploration:
We began by conducting thorough research encompassing category and parallel worlds audits, data analysis, and a deep dive into current trends. This comprehensive approach allowed us to fully understand the competitive landscape and consumer behavior.
Proposition Development & Testing Framework:
Leveraging our research findings, we facilitated cross-functional workshops to identify hunches and killer questions, then ideate and define innovative propositions for testing.
Working with digital development, marketing, and design teams, we identified suitable platforms that would provide rapid digital testing capability, while developing key elements for 6 propositions, across 2 categories. This included landing page prototypes, targeted digital ad campaigns, and robust data capture mechanisms.
Approach:
Agile Experimentation & Refinement:
We then transitioned to rapid digital experimentation, employing A/B testing to evaluate the desirability of various proposition messages and features. We launched targeted, paid digital ad campaigns, which directed interested users to proposition landing pages where they could further explore features, complete a survey, and register their interest.
To gain valuable user insights, we meticulously extracted data from Google Analytics and Hubspot. We then synthesised the data, identifying areas for improvement and refining the propositions before moving into round two of testing.
Data-driven Recommendations:
Finally, armed with real-time data and user survey insights, we delivered a comprehensive report outlining prioritised propositions and strategic recommendations for NewsCorp Australia's future endeavors, while handing over a new proposition testing framework and capability.
Outcome:
We successfully identified leading market opportunity areas, propositions and features for NewsCorp to diversify their product offering.
Furthermore, we established new digital experimentation capability, distinct from core business systems. This independent infrastructure offers speed and agility for testing future propositions. By leveraging A/B testing and direct consumer feedback, NewsCorp Australia can now assess ROI and payment propensity with greater confidence, allowing them to evaluate the desirability and viability of new ideas swiftly.
This successful collaboration led to ongoing proposition design projects with the NewsCorp Australia innovation team.
