news.ORF.at - Conducting a design sprint

ORF Design Sprint

A new online ORF-Correspondent video format for news.ORF.at

A diverse team of ORF-correspondents, video production experts and content specialists created a new online video format for news.ORF.at .

viable was approached to help conduct a "Design Sprint". This innovation approach places users at the center of the content creation process, resulting in an outcome that is highly tailored to the specific target group while also being accepted by stakeholders and decision makers, who were partly involved in the process.

The Design Sprint method enabled the team to generate initial ideas and develop a user-tested prototype within a remarkably short time period of only five days.

The unique asset of ORF is that correspondents are located worldwide and are therefore able to bring insights, content, events, news and more from the specific country or region directly to the ORF customers.

The main goal was therefore to create an online format that builds on the USP of the correspondents and is well received by the ORF audience and users

ORF - Österrreichischer Rundfunk

ORF is a state-funded television, radio and newsplatform and the largest in Austria. The news.ORF.at network is Austria's most used news platform. news.ORF.at provides current and independent information about regional, national and international events and developments in all socially relevant areas, offers comprehensive program-related content as well as information about the ORF and its programs.

Objective

Create a new online video formate with orf correspondents in a design sprint. People tend to be overwhelmed by the amount of media content they can consume every day. The challenge was to create a format which is well received by users/ORF viewers and reaches the right target group whilst fulfilling the ORF quality criteria.

Outcome

User tested protoypes for a new online video formate. created and produced by the orf correspondents.

Solution

In 5 days, a diverse team of 9 ORF employees generated more than 240 ideas. Out of the best ideas, 9 content-formats were drafted, and 5 thumb nails and 2 video-prototypes were produced. These have been user-tested to gain feedback and evaluate if the ORF customers would like the newly created online format.

viable supported the ORF-Correspondents in the development of a new online content format with the help of a “Design Sprint”. Working with target group oriented research and testing our prototypes with users helped us to ensure that our work is well received by our ORF audience

Mag. Birgit Schwarz, Head of ORF-Correspondents

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User Interviews

6 users from a specific target group were interviewed about their needs, problems, challenges and interests when consuming online media content. It helps the Design Sprint participants to feel and think more in the perspective of the users.

Ideation

The team comes together in the morning, reminding themselves of the pains, gains and needs of their target group. An ideation session takes place in order to gather first ideas of possible content formats.

Choosing the right idea

On day 3, the Design Sprint team is up for a challenge. Out of more than 240 ideas, they need to decide on which ideas they want to work on further. This is done by voting, considering the users' perspective. Out of the chosen ideas, first drafts of content-formats are sketched in small teams.

Prototyping

On day 4, the team produces first prototypes of the chosen ideas. The aim is to create a first version, which means that the focus is not to produce a final high-quality video or thumb nail in the short amount of time. This is important, as the idea is to test the prototypes at an early stage with users to gain feedback on whether or not it is well received by the target group, before too much time is spent on a high-quality production.

User Tests

In order to gather fast user feedback, 6 user test are conducted on the last day of the sprint. The users see the prototypes next to other (already existing) media content. The goal is to see if the prototypes would be chosen/clicked and why, or why not. The feedback helps to develop the prototypes further, before more time, money and resources are put into finalizing them. It is a fast method to understand if you are on the right way in product development.

Summary

A diverse team of ORF correspondents, video production experts, and content specialists created a new online video format for news.ORF.at using the "Design Sprint" method. This user-centered approach allowed them to develop a highly tailored and stakeholder-accepted prototype in just five days. The format leverages ORF's unique asset of having correspondents worldwide, bringing localized insights and news directly to ORF customers, aiming to build on this USP and resonate well with the ORF audience.