Project OKRs.
Define product goals aligned with business goals. Synthesise data and business vision to write the product roadmap.
Mapping Market Positioning. Competitive analysis and finding a voice aligned with existing and desired audience.
Craft a young, new-age brand. revamp the brand's visual language with a vision for the future.
Product monetisation goals. Content approach to maximise audience with relevant and engaging stories.
Existing Data, Expert Interviews and Ecosystem Understanding.
Three Weeks: Stakeholder meetings, understanding business objectives from board of advisors to listening to teams from both companies. We had some data from the existing digital channel (a website), behavioural understanding from their ecosystem, news channel, radio and local newspaper + magazine. We did expert interviews with 10+ people from the ecosystem. The information was crystallised to map product goals and business goals.
Competitive Analysis: Making space for VTVgujarati among other brands and small media houses.
Sambhaav media had a validated presence with the rural audience. However, other channels had their niche, and VTVgujarati needed a clear positioning to gain influence. The competition ranged from 500+ Orgs to small local media houses. VTV chose to remain lean in operations and was looking of ways to optimise its current team for a revamped output.
Defining goals with existing editorial team
We facilitated a workshop with the team to understand their personal goals with the Org. What would be their dream categories to write for and how could they elevate the quality of content for the ongoing operations. It was engaging, but extremely insightful to meet the team before designing the product. Because their ability to work better, helps us achieve our goals faster.
Product IA and UX Design
The product architecture was planned with the following brief:
- The editorial team can bring more to the table than just supporting rapid reportage.
- There is space for ads to support in monetisation.
- The product has the right categories to expand reach and engagement.
We reduced the categories from 35 to 16, planned appropriate migration of old content and developed a "prefix" tag that gave flexibility for the editor to create trending topics efficiently.
The CMS was designed to publish articles aesthetically, with typography variation for sections in optimised time.
Design management: Branding, UI and Product Development.
Nascent's in-house design team took up branding and visual design for the interface.
Content Structure, Execution and Systems Approach
With the editorial team working with new categories and a new way to share content — we drew a content concept map to have a macro view of types of content, target group and a system to expand reach across diverse audience. We also developed a proprietary canvas for the team to craft concepts that aligned with the brand ethos, business goals and helped with repetitive engagement. The office experience was designed to find spaces that could be used for recording video pieces in-house — close to their desks.
Project Impact
Targeted revenue of First quarter post-launch, achieved in one month. The system design for content canvas helped the team collaborate regularly and was defined as a pre-requisite to propose new editorial concepts. We worked with tight timelines, but the team's sync is the most rewarding part of the experience.
Sheel shaped VTV website information architecture as well as designed the user experience of the website. She very well communicated the same to the technical team. She did her best to understand team's technical challenges and often proposed alternative feasible solutions. — Purvi K, QA & Process Lead
