Mad*Pow - JournalWatch Personas │ Mad*Pow Results

Project Team

Andrew Klein Visual Design

Chris Mellette Visual Design

Eric Muehlmatt Experience Design

Jennifer Giroux Experience Design

Michael Hawley Executives
Leadership Team
Experience Design
Visual Design

Our research helped uncover what was truly important to their readers.

Journal Watch, a spin-off publication of the New England Journal of Medicine, came to us for help tailoring content to its varied readership. They understood their basic demographics. But they wanted deeper insights into what their readers hoped to find between the covers of the latest issue.

We began by speaking to key stakeholders, then progressed to phone interviews with a demographically and geographically diverse group of 24 physicians, both subscribers and non-subscribers. We used data mapping and affinity diagrams to create six highly detailed personas based on the media consumption lifecycles of each group, from acquisition to storage.

Defining these six distinct personas allowed Journal Watch to identify gaps in its current offering and tailor content specifically to its readers' interests and needs. This content-development strategy leads to more satisfied readers in the short-term and greater subscriber retention in the long-term.

Insights

Consumer Decisions in a Social World
In a recent issue of the Harvard Business Review that focused on branding, David Edelman articulates how consumers’ engagement with brands is evolving with the proliferation of social media and other digital channels.
5 Steps To Designing A Better Health Care System
The goal of the Healthcare Experience Design Conference (HxD) held in Boston recently was less about dissecting the problems within our existing health care system and more about how we can start solving them. In the keynote address, the U.S. Chief Technology Officer, Todd Park, called on designers to participate in a “self-propelled, open ecosystem of innovation.” As people invested in improving health care through design, we were excited to hear it.
Defining A Social Commerce Strategy
Relying on friends, family and other consumers to gather and share purchase information is fundamental to shopping behavior.