Post on 23-Aug-2014
description
Reimagining
Design Thinking for Alt-Weeklies
“Alt”
Umbreen
Alexa
The John S. Knight Journalism Fellowships at Stanford foster
journalistic innovation
entrepreneurship
and leadership.
My project:
rethinking the business model for local journalism
with a focus on
alt-weeklies.
47 survey respondents
24 in-depth interviews
so far...
BRAND VALUE
“The word ‘alternative’ doesn’t really feel like what we do.”
“‘Alt’ makes me think of some ’90s band, which is terrible.”
“What does alternative mean?”
“We haven’t thought about it in our building, and we haven’t
communicated it outside our building.”
what we dowho we are
print or digital?
display or classified?
events or services?
listings or picks?
“cool”
“local”
“sense of humor”
“trusted journalism”
“no sacred cows”
“making a difference”
“irreverent”
“We’re getting away from what we’re actually good at.”
“We have such a great position in the community. It’s just a question of
how to leverage it.”
In the competition for readers and advertisers...
...how can alt-weeklies find a niche?
How might we leverage who we are
to inform what we do?
DESIGN THINKING
“our process for creativity and innovation”
“If you think of yourself as creative, you can create a new future.”
—David Kelley, d.school founder
BIAS
toward
ACTION!
To reimagine the “alt” brand for a new, digital era.
Your challenge:
What unique value can we offer?
How can we better serve readers and advertisers?
design thinking
1
2
3
4
5
hear a good story
Hear a good storyAsk your partner for stories that illustrate
the value of his/her publication to its community
YOUR NOTES/SKETCHES
4 min each
1 Interview your partnerStart from the publication, then get personal
2 Dig deeper into one storyWhy? Why not?
YOUR NOTES/SKETCHES
3 min each
...a time she felt proud of her paper
...a time she learned something new or surprising from a reader
...a time she had to deal with an advertiser who was happy—or angry
Ask your partner about...
Hear a good storyAsk your partner for stories that illustrate
the value of his/her publication to its community
YOUR NOTES/SKETCHES
4 min each
1 Interview your partnerStart from the publication, then get personal
2 Dig deeper into one storyWhy? Why not?
YOUR NOTES/SKETCHES
3 min each
imagine the meaning
What does it mean?Gain insights by imagining the deeper meaning behind what you heard.
Your goal is to take an extreme, inspired stance. Have fun with it!
Imagine possibilities for the following statements:It’s interesting/surprising/telling that s/he…
One thing that seems to be important to him/her is…
I wonder if this means…
4 min
3 Imagine the meaningNotice something, then infer what’s behind it.
4 Create brainstorm topicsFlip your insights into questions.
How might we...
How might we...
How might we...
3 min
What does it mean?Gain insights by imagining the deeper meaning behind what you heard.
Your goal is to take an extreme, inspired stance. Have fun with it!
Imagine possibilities for the following statements:It’s interesting/surprising/telling that s/he…
One thing that seems to be important to him/her is…
I wonder if this means…
4 min
3 Imagine the meaningNotice something, then infer what’s behind it.
4 Create brainstorm topicsFlip your insights into questions.
How might we...
How might we...
How might we...
3 min
come up with new ideas!
brainstorm: how?encourage WILD IDEAS
defer judgment
go for VOLUME
be visual!
build on others’ ideas
New ideas!Generate a diverse set of concepts in response to brainstorm questions.
Your goal is to build on the ideas of others.
YOUR NOTES/SKETCHES
5 min per person
5 Share your work, then brainstorm as a teamRecap one story, share one inference and your brainstorm question—then lead a brainstorm.
Sketch it outPick an idea and develop it in detail.
Your goal is to flesh out the idea and make it visual.
YOUR NOTES/SKETCHES
3 min
6 Choose one idea and flesh it out into a product or serviceWhat is it? How does one use it?
build something!
Prototype!
feedback is a gift
Let’s get physical, physicalLet me hear your body talk!
Your goal is to test your solution by making it tangible.
7 min
7 Build your solutionRemember: it doesn’t have to be perfect!
8 Test your resultsElicit meaningful feedback.
What’s working? What can be improved?
New questions New ideas
4 min each
? !
Thank you!
Alexa SchirtzingerJohn S. Knight Journalism Fellow at Stanford
aschirtz@stanford.edu@aschirtz