Stampen Media

Stampen Media asked us to explore how gp.se could become more relevant to younger readers without alienating its existing audience. The focus was the landing page of Göteborgs-Posten, a daily newspaper in Gothenburg. We were asked to base our recommendations on user research and deliver a redesigned, user-tested prototype.

UX/UI Designer · Spring 2020
Client: Stampen Media · Duration: 16 weeks

The Challange

How might we attract a younger audience without alienating the current readers of gp.se?

My role

I led the 1:1 interviews with both users and non-users of gp.se and analysed the moderated remote testing sessions. I turned the findings into insights that informed the team’s design decisions. I also took a leading role in the UI design and component structure, working closely with my team from early wireframes through to the final prototype.

Research

Across the research, one thing kept coming up. GP’s homepage was trying to serve two very different types of readers with the same experience. Younger, occasional readers found it overwhelming, with too much to scroll through and search not always helping.

"It often feels like I have to scroll a lot before finding what I'm looking for."

— User Quote

We saw clear differences in how people consumed news. Younger readers often read on the go, mainly through their phones, and preferred shorter formats such as audio and quick summaries. Older readers consumed news more regularly and valued more in-depth articles.

What they had in common was a need for more control. Both groups wanted clearer navigation and categories, as well as the ability to follow or filter content. Older readers also wanted clearer information around when articles were published, while saving and sharing articles came up as another important need.