DigitalWinners2013:Johan brockfield ny shared
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Johan Brockfield, strategy advisor at Making Waves
Designing new revenue opportunities
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The great challenge:
Young people are leaving traditional print media in favor of
digital channels
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The concept: Combine editorial fashion content,
popular bloggers, personal user profiles and web shopping
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DESIGN THINKING
User centric
Multidisciplinary
Early testing
Creative methods
Visualization
Iterations
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Our basic questions
• Why do you visit fashion websites and blogs?
• How do you involve your friends when you go shopping?
• How do you react to paid content?
User insight
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What we found. Users told us:
• We visit fashion blogs … because every girl wants to be unique
• However, when actually shopping, we aren’t
• Shopping is not social!• Inspiration is social. Shopping is war
• Paid content? … we don’t mind!• We know perfectly well that there is money involved
User insight
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Our recommendations
•Every girl wants to be unique• So we gave them lookbooks where users can combine clothes to
create their own unique style
•Since users don’t find shopping social …
• We designed a secret wish list, where they can gather their favorite clothes. Away from their friends. And the wish list actually doubles as a shopping basket …
•So, paid content is trusted• This is a great business opportunity: Bonnier can build
partnerships with brands and bloggers, and get a cut of their revenue – while Stylista’s readers are perfectly happy!
User insight
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Stylista.no is live!
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Stylista.no is live!
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Stylista.no is live!
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Three types of digital income
• Digital media revenue has been about ads and/or user payment
• Stylista challenges this model by adding bloggers and shopping
• At Stylista.no, Bonnier has three sources of income:
Banner ads
+ a cut of the promotion revenue from the profiled bloggers
+ a cut of the revenue from the items sold through Stylista
New revenue opportunities
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The ethics?
•Stylista is a commercial website, and the target group is used to distinguishing between editorial and paid content
•Stylista’s mix is not a model for all media
•Stylista is a way of accommodating the needs and behavior of a young audience on their own premises – and actually making money in a digital channel
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What can the Stylista case teach us?
•Companies that obtain real user insight, and innovate to meet the users’ needs, will find new income opportunities
•Design Thinking is a strong method to gain valuable user insight and design profitable services
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