Aggregated News Experience

Carley Brissette & Anoushka Lad
UX Research

Project Overview

Background & Application

With ideation of the aggregated news experience, this project sought to develop research tools for our internal stakeholders to support this new venture.

Objective

Develop user personas for each of our News brands (CTV News, BNN Bloomberg, and CP24) to better understand habitual viewing habits of our users.

Outcome

User Personas: A representation of our users based on research highlighting their habitual viewing habits.

User Journeys: An analysis of the steps our users take in experiencing and navigating our platforms.

Process

Research Plan: Created a brand-tailored qualitative research plans centred on:
1. Gaining insights into user demographics and user streaming habits;
2. Identifying strategies for finding and discovering content;
3. Investigating the user experience with competitors in the AWE space to leverage identified values and visual language.
Method: Conducted 7 moderated interviews to collect user feedback on the experiences users have with the Bell Media News products, focused on habitual viewing habits and identifying opportunities for an aggregated news experience.
Qualitative Analysis: Utilized thematic analysis to curate four user personas and user journeys.

Personas Summary

User Persona - The Focused Enthusiast

Persona Analysis

The Focused Enthusiast

The Focused Enthusiast is a news reader who exhibits a singular, intense interest in a specific topic or subject matter. The user values depth over breadth, seeking a variety of different sources to deliver comprehensive coverage on one specific subject. This individual demonstrates a strong personal attachment to their chosen niche. The user seeks out news related to their interest, preferring quick, summarized overviews of general information while desiring access to detailed content within their area of focus. They are drawn to news platforms that offer robust filtering capabilities, allowing them to easily access content relevant to their specific interest area. The Focused Enthusiast is disinclined to pay for news content, preferring free access to information related to their area of interest.

Persona Breakdown

Challenges & Pain Points

Personalization and Customization: Finds that only popular/trending content is promoted, seeking personalized/customizable content.
Content Organization: Wary of disorganized experiences that make it difficult to find relevant content.
Navigating Aggregated News: Faces complications when sorting through aggregated news platforms to find content that is relevant to them amidst popular topics.

Goals for ASE

Content Discovery: Easily access content that they are interested in with multiple pathways for discovery (e.g. comprehensive filter features, robust search experience, content tags).
Personalization and Customization: Create curated news feed based on personalized interest.
Comprehensive Coverage: Access to news on their niche interest through various sources to provide diversity in the sources of their news.

Seeks highly personalized news experiences, prioritizing comprehensive coverage within their specific interest area while valuing diverse sources and efficient information consumption.

User Journey

User Persona - Local News Aficionado

Persona Analysis

Local News Aficionado

The Local News Aficionado is a dedicated consumer who prioritizes staying informed about events while also maintaining a broad interest in various specialty topics aligned with their interests. The user incorporates news consumption into their daily routine, reading articles and watching videos throughout the day to stay updated on current events. They gravitate towards news formats such as op-eds, editorial pieces, and correspondence that offer a personal connection and perspective, enabling them to feel more engaged with the content. While they prioritize local news sources, they also recognize the value of an aggregated news experience for accessing diverse content from various sources. While hesitant to pay for news content due to their preference for local news sources, they would consider paying for a service that offers a well-rounded selection of local and diverse content.

Persona Breakdown

Challenges & Pain Points

Comprehensive Coverage: Ensuring that news sources provide comprehensive coverage of local events and issues.
Value Proposition: Evaluating the value proposition of paid news subscriptions versus free alternatives, particularly in relation to local news coverage.
Local Relevance: Ensuring that news sources provide comprehensive coverage of local news and events.

Goals for ASE

Local News: Access news that directly impacts their local community and personal life.
Social Engagement: Connect with others online through sharing and discussing news articles.
Personal Perspective: Engage with news content that offers a personal connection.
Stay Informed Locally: Users prioritize accessing news that directly impacts their local community and personal life.

Seeks personalized, locally relevant news content while valuing diverse perspectives and social engagement in their daily news consumption.

User Journey

User Persona - The Efficient Learner

Persona Analysis

The Efficient Learner

The Efficient Learner is driven by the need for convenience and efficacy in accessing news content that directly impacts their work or education. This user consumes news numerous times a day to stay updated on topics relevant to their job or education, reading articles primarily due to their professional or academic environment. They seek to build a customized news experience tailored to their specific interests and needs, including personalized sections, frequent feature usage, and notifications relevant to their work or studies. They prioritize staying informed about developments in their field of expertise or study, seeking out diverse perspectives and utilizing visual tools for enhanced comprehension. They value the convenience and content diversity offered by aggregated news platforms, appreciating the ability to access headlines from multiple perspectives and sources in one place. They are interested in paying for news content as it pertains to their work or studies.

Persona Breakdown

Challenges & Pain Points

Content Relevancy: Managing the influx of news content to ensure relevance and avoid becoming overwhelmed.
Efficiency: Integrating news consumption into their busy professional or academic schedule without sacrificing productivity.
Value Proposition: Evaluating the value proposition of paid news subscriptions versus free alternatives, particularly in relation to work-related content.

Goals for ASE

Professional Relevancy: Access news content relevant to their job or education on a daily basis.
Convenient News Access: Save time by accessing diverse news content in one convenient location.
Customization and Personalization: Tailor their news experience to their specific interests, needs, and preferences.

Seeks convenience and efficiency in accessing credible news content relevant to their work or education, valuing customization options and collaborative sharing features in their daily news consumption habits.

User Journey

User Persona - The Curious Generalist

Persona Analysis

The Curious Generalist

The Curious Generalist is a high-level newsreader driven by personal curiosity and a desire to stay informed about a wide range of topics. They have a genuine love for learning and staying informed about the world around them. The user prefers a high-level overview of various news topics rather than delving deeply into specific subjects, allowing them to stay informed about a wide range of issues often reading the news on a weekly basis. They consume news articles quickly, glancing over headlines and skimming articles to stay updated with a some limited interest in video content. They prioritize breadth over depth, seeking a general overview of global events to stay engaged in conversations and continue their lifelong learning journey. While willing to support content that is of high interest to them, they are not interested in paying for news due to their broad, rather than deep, interest in topics.

Persona Breakdown

Challenges & Pain Points

Content Organization: Managing the influx of news content to maintain a balance between staying informed and feeling overwhelmed.
Value Proposition: Evaluating the value proposition of paid news subscriptions versus free alternatives, considering their broad, rather than deep, interest in topics. Preference for utilizing free resources.

Goals for ASE

Continual Learning: Keep up to date with global events and news topics to contribute to conversations and continued learning.
News Content Diversity: Access a broad overview of news content to maintain a general understanding of various topics.
Personalization and Customization: Find a balance between high-level overview and personalized content in their news consumption experience.

Seeks to stay informed about a wide range of topics, driven by personal curiosity and a love for learning, preferring high-level overviews of global events and valuing both breadth and personalization in their news consumption experience.