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.
Interview NYT employees to figure out the insights and NYT's goals.
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.
A BETTER LIFE
Eat healthily? Be active? More self-aware? Be more knowledgeable?
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.
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.
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?
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.
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
Discover, Experience, and CTA
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.
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.
Now we are on the app !
Log in flow :
Wellbot can give you a simple code on the web that you enter into your phone, logging you in without having to go through a laborious process.
Activity flow :
Once in the app, it’s easy to see your saved activities. One tap will launch the activity, allowing you to get your workout on.
Just as on the web, Wellbot can recommend more articles and activities that it thinks you might like.
Bring them back :
Wellbot draws readers back-in with well-timed notifications that are relevant to both their interests and their contents.
Wei Ting Kuo
App version prototype
Web version Prototype