COMMUNICATION ARTS
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CHALLENGEHow might we Expand Communication Arts' Audience? |
This concept was the focus of one of my studio classes at Ohio State University. This project was a good opportunity to work with very new media at the time. Publications for tablets had only been explored by a few companies and remained a bit of a proving ground in interaction design. Not only that, but their had been fewer companies that had truly taken advantage of the technology at hand. This allowed me to explore the iPad interface, digital publication design, and gain practical experience with the design thinking methodology.
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Research & SynthesisWorking as a team of three, we gathered information about the demographics of the user base, direct competitors, and indirect competitors. We interviewed a number of subscribers to understand why the magazine has appeal to them and what the current implementation lacks. The research was synthesized into a brand and market analysis as well as three personas. This informed our brainstorming sessions.
The research suggested we should target a new audience in a younger demographic that was more focused on quick inspiration in a digital setting. However, this should be party to the print and web experience and not alienate established readers.The team emerged with ideas and sketches for potential designs to be developed individually. |
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Strategy & wireframesFor my concept, I did several wireframes focusing on functionality and layout before I moved to high fidelity visual design. I determined that a newsfeed would help a fanatic like the persona, George, see news like a high profile rebrand before anyone else. Other sections would be filled with highly visual fodder for inspiration from the publications different sections for quick browsing.
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Engage & ConvertThe main feature is center stage and highlights exclusive interviews or long form pieces. This way Communication Arts could draw readers in. By allowing them to preview it, they could garner subscriptions from intrigued readers impressed with the high quality of the informative content. Ideally, a reader could engage with Communication Arts in different ways as they progressed in their career. |
Visual & Interaction DesignI used Communication Arts color scheme, typographic style, and retained familiar content sections so readers feel a sense of familiarity. However, it remains subtle so as to not overpower the well-curated content. The dynamic work of high quality designers make it truly stand out. Because it is an iPad app, I wanted to take advantage of things like touch to create an engaging and delightful experience.
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