NYT | wilsonkuo

The New York Times Project

THE NEW YORK TIMES

As the most famous and historical news media in the world, The New York Times has the majestic position in the industry. However, they are facing severe challenge in this quick changing generation. The digital industry rising and the consumers behavior changing have brought the huge impact to The Times.

Identify Problems

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Interview NYT employees to figure out the insights and NYT's goals.

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Observe & analyze the general problems from desk research and group discussion.

Show their work /Show their depth.

Business: Ads, and Increase subscriptions w/o deterring regular readers.

Voice, tone and diversity.

Become a part of people's everyday routine, and connect with readers by adapting to their reading habits.

Help readers live a better life.

THE CHALLENGES

What does

HELP READERS

LIVE

A BETTER LIFE

Eat healthily? Be active? More self-aware? Be more knowledgeable?

means?

Exploration

Well section

In looking at the sections of the Times to see how they matched up with our goals, we found that the health section was full of practical information especially the well section.

With all the interactive guides, we feel that this area presents a good opportunity for another digital bet similar to NYT Cooking.

Ingredients

HOW DO WE CONNECT WELL SECTION WITH READERS?

Accurate, scientifically-proven information and advice

Reach users through multiple channels.

Make complex content easier to understand and master.

1.Pros of The New York Times

2.What do users need?

Who is the audience

We decided to address readers between 25 and 40 years old. This is because they’re concerned with their health, and while they are digital natives and sometimes read the Times, they aren’t subscribers, and don’t think of the Times as a health resource.

Interviews

Lack of the motivation to exercise
Tacking exercise on a calendar using a custom code: circle for good, triangle for ok, etc.
Her main source for news was the Quartz chatbot app.
Relying on friends, family, and the fitness gurus on Instagram.

Making the goals tangible.
Sticking to a regular schedule.
Motivated by the idea of being better than the day before.

With all these in mind, we think the New York Times can become a good platform for people to turn to, to stay committed to their health goals, so that we narrowed the topic down to...

How might we help readers obtain the information and tools to maintain their health and wellness routines?

INTRODUCING

Wellbot is an app that uses the well section resource to help people maintain their healthier routine and staying informed.

Why an app?

Makes Well section's content more accessible.

Creates a new channel to funnel readers into the Times’ content.

Design principles

Make the knowledge provided by the Times actionable.

Extend the experience to wherever the Times is available.

Help user pick their healthy habit and maintain their daily routine.

Forster friendship with wellbot for their long term goal.

Make Knowledge Actionable

Extend Experience

Maintain Routine

Foster Frindship

Discover, Experience, and CTA

Discover :

First of all, we want to start with the readers who already engage with NYT. Wellbot introduces itself inline in an article that has a actionable activities.

Experience :

With the chatbot, user will experience the features. For example, the activities are blended in article, but now its easy to see what activities from the article can be saved and find out more about them. Moreover, user can easily add the activities to their personal menu through the wellbot.

Call to action :

Once user experience chatbot at the webpage, wellbot invites them to download the Well app on their phone. By taking all their activities and health advice, users can continue to work on activities wherever they go.