The scope
Redesign of the current brand products to deliver an unmatched experience appealing to both loyal and new users. By combining digital and analog touchpoints, we'll create a holistic brand experience that boosts loyalty and captures the attention of a wider audience.
Category
Communication
Economics
Role
Product Designer
UX Researcher
Front-End Developer
Product
Magazine, Website
Application, Event
Company
Apertura
Argentina
Background
The project was initiated with the aim of creating a complete experience for users by blending digital and analog elements, including events, apps and magazines. Its primary goal is to retain existing users and attract a new young audience. To achieve this, a transmedia strategy has been employed, utilizing social media, ads and podcasts to reach a wider audience.
Design process
The design process entails gathering client requirements and conducting extensive research to understand target audience and industry trends. Based on this data, a transmedia strategy is developed to guide the design process across all platforms and channels. In the design stage, various products are created or redesigned (digital and analog). Subsequently, the project is delivered for feedback, enabling me to refine and enhance the product as many times as needed. This approach guarantees that the final product is visually appealing, user-centered and aligned with the client's vision and business goals.
Analysis
Through SWOT and PEST analyses, the evaluation of market conditions and internal capabilities for the economics-focused project was meticulously conducted. This strategic approach provided critical insights, confirming alignment with market needs and identifying areas for enhancement. These findings will guide future design decisions, ensuring solutions are well-informed and effectively meet user expectations and market demands.
S.W.O.T
Strength
High-interest content.
Established presence in the market.
Opportunities
Generate engagement through instagram and other similar platforms
Well conected transmedia approach.
Weaknesses
Minimal engagement on social media.
Poor google search engine visibility.
Threats
Economic interest of corporations and politics.
Competition from established magazines such as Forbes, Mercado and Fortuna.
P.E.S.T
Political
Changes in the goverment can influence information and content.
Limited credibility outside the core readership.
Economic
Constant contant updates required to reflect current events.
Cost considerations and financial sustainability.
Social
Changing reading habits and models of consuming information.
Evolving social issues, such as the role of women and gender equality.
Technological
The impact of the viral social media trends on content.
The availability of professional tools to simulate investments.
Archetypes
Derived from prior analysis and interviews, four distinct categories of archetypes emerge: analog, hybrid, digital, and potential. Within these categories, "analog" personas favor traditional methods, while "hybrid" individuals exhibit a blend of traditional and digital behaviors. "Digital" personas fully embrace digital solutions, while "potential" archetypes represent emerging users with evolving needs and preferences. These categories offer a comprehensive framework for comprehending user diversity and tailoring design strategies accordingly.
Transmedia Strategy
This strategy focuses on reinforcing the loyalty of analog readers by enhancing their experience with digital content. It also targets a new audience of young and entrepreneurial individuals who are interested in learning about economics and finance. All platforms are interconnected through links or mentions, enabling users to navigate and discover a wide range of experiences. Each touchpoint offers different products tailored to specific archetypes, attracting a diverse audience and increasing engagement. This approach not only strengthens brand loyalty but also expands the audience and promotes learning in an engaging and interactive way.
Magazine
The magazine’s redesign improved the user experience by redistributing content with more pronounced margins and pages were streamlined with only the most relevant information to avoid visual clutter and overwhelming users. Additionally, new technologies such as VR were incorporated, providing an immersive and engaging experience for users. These improvements made it easier for users to navigate and interact with the magazine’s content, ultimately driving better business outcomes.
Website
The news portal has been revamped to improve its functionality and appeal, with a visually attractive interface and easy navigation. Categorization of content into relevant topics such as economy, finance, ABC (tips and resources), entrepreneurship and international (abroad news) enables users to quickly access relevant information, resulting in a more personalized and efficient browsing experience.
Mobile App
This portal provides valuable resources for entrepreneurs of all levels. Novices can access tips and advice on building a successful company project, while experienced business owners can benefit from expert insights on investing and growing their businesses. With practical and actionable guidance, this platform is an essential tool for anyone seeking success in entrepreneurship.
Event
The convergence of experts and novices in economics and business fosters relationships, networking and proposals for a better economic future. This event facilitates collaborations, idea-sharing and fresh perspectives. Experts share knowledge with novices, creating a unique opportunity for positive change. This convergence point serves as a catalyst for progress, bringing individuals from all levels of experience and expertise together towards a common goal.
An immersive economics and business networking event was designed, allowing four archetypes—analog, hybrid, digital, and potential—to interact seamlessly. Detailed 3D renders, created with 3ds Max and Vray, visualized the concept. After Effects animations demonstrated booth interactions when attendees scanned with a phone. The ROAR app recreated the augmented reality experience for stakeholders, offering an immersive and tangible preview. This approach effectively conveyed the event's atmosphere and user experience, showcasing thoughtful integration of diverse user preferences.
