CNN, news for GenZ in emerging markets
CNN, a global media giant, aimed to expand in emerging markets and engage with Gen Z audiences, encouraging them to consume news produced and distributed by CNN. This case study highlights the strategic implementation of a 0-to-1 product that reaches over 900 million new users and generates a ~60% increase in daily active users. We adopted an agile research methodology, focusing on understanding the target customers' unique needs and the broader context of the new market.
Our approach involved comprehensive user-centric research, agile development, and a localized content strategy. By leveraging insights from market analysis, social media trends, and direct user feedback, we tailored the product to resonate with Gen Z. The integration of interactive features, personalized content recommendations, and strategic engagement tactics ensured high user engagement and retention, positioning CNN as a leading news source for the new generation in emerging markets.
UX Design, Product Design
Collaborators
Honey Mehta, Rishi Sankhyayan, Nabhya Parmar, Nathan Portlock, Damian Wolfgram
Client
CNN
Instructor
Dasami Moodley
Duration
4 Months
My roles
Researcher
Product Designer
Following the agile process, I had the opportunity to take on multiple roles. During the initial phase, I conducted research and facilitated workshops. In the latter phases, I led the experience design process, through systems and visual design.
Inviting GenZ
Our research indicates that in emerging markets, mass consumption of content occurs primarily through WhatsApp, especially among Gen Z users. Leveraging this popular platform, we create a passage experience to direct users to Snaq, our core product, enhancing engagement and expanding our user base.
News appetizers via Snaq
Snaq serves as a progressive web app, offering the latest news in a format familiar to social media users. The news is repackaged for attention, presented in bite-sized snippets, and designed for easy sharing. Additionally, users can consume news in their preferred languages, enhancing accessibility and engagement.
Repackaged for attention
Snaq serves as an entry point for new users, before the main CNN ecosystem via the website and native app. This strategy increases consumption in new regions and boosts engagement among Gen Z users on the go.
By offering an accessible introduction to CNN's offerings, Snaq effectively drives user interest and retention, enhancing CNN's appeal to the mobile-first Gen Z audience.
Uncovering research
To keep our processes agile and efficient, we took an assumption driven approach based on GenZ behavior, preferences, and news reading habits. We would make a few main primary assumptions based on your primary research.
The research methods used were: Literature Review, Ethics Review, Competitive Analysis, Surveys, In-depth Interviews, and Systematic Analysis
Initial assumptions
Modernized consumption
Averse to traditional formats
Conditioned to simpler formats
Lack patience for long-form
Echo-chamber preferences
Hyper-contextual news bias
Mobile-first inclination
Limited to smartphone-skimming
Testing MVPs
Based on identified trends, we created initial concepts and prototypes, each highlighting a different trend. This approach helped us develop a comprehensive vision for a potential CNN product. By focusing on various trends, we ensured that our prototypes were innovative and aligned with market demands, paving the way for a well-rounded product strategy for CNN.
Why WhatsApp?
WhatsApp is ideal for CNN due to its widespread use and familiarity, especially in key markets like India and Brazil.
Leveraging WhatsApp for business allows CNN to establish direct communication with customers, enhancing visibility and boosting click-throughs. The platform's popularity ensures effective content sharing and audience engagement.
Building the interventions
Design interventions were created based on two key perspectives namely -
1. Snaq - bite sized news, 2. Local.eyes - Hyperlocal news
Learnings
Testing early and often is crucial for creating a tailored and effective user experience. Embracing fresh starts and adapting to user feedback and market insights ensures that the product evolves to meet users' needs and increases its chances of success in the market. By integrating user feedback into the design process, we can create a more user-centric product that resonates with our audience and stands out in the competitive landscape.
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