show + re informed ’ news stories prefers intimate and
; To feel informed To feel informed they others that their To strengthen and share opinions PAINS Overwhelmed by frequent updates of major news stories to News is often dry and hard digest personal NEEDS news by
about major news in a digestible way stories Have a meaningful discussion with peers, augmented their knowledge Fill in gaps in their knowledge BEHAVIOURS social Finds news through media feeds Enjoys storytelling and editorials GOALS curious conversationalist
PERSONA
photos, text, done.
——
bland Articles can be kind of Articles can be kind “ AWARENESS GATHER KNOWLEDGE FORM OPINION DISCUSS
CUSTOMER This story seems big, I can't read every I lost track of the I want someone I should keep up relevant article on story. I have no trustworthy to just my feed opinion. tell me what happened.
I can’t keep up with I don’t know enough I can’t contribute to FRICTIONS all the details and to form an opinion conversations with updates friends
HAPPINESS AWARENESS GATHER KNOWLEDGE FORM OPINION DISCUSS
CUSTOMER This story seems big. I can't read every I lost track of the I want someone I should keep up relevant article on story. I have no trustworthy to just my feed opinion tell me what happened.
I can’t keep up with I don’t know enough I can’t contribute to FRICTIONS all the details and to form an opinion conversations with updates friends
HAPPINESS addressing frictions
friction friction I can’t keep up with I can’t contribute to all the details and conversations with updates friction friends I don’t know enough to form an opinion
touchpoint Vice packages major news touchpoint stories into digestible, touchpoint more intimate “moments” Vice encourages users to Context videos and learning share their opinions with from the Vice journalist’s the journalist, and then firsthand perspective keeps with their friends the user engaged and enables them to develop opinions
“The reporters are de sign deci sions 01
Like Reflective, People Scalable talking to not want Vice’s and a friend immediate opinion personal
Alex Miller, Vice Global Head of Content Kevin Sutcliffe, Vice Head of News Programming Kevin Sutcliffe, Vice Head of News Programming Neiman Labs (2017) 02
Like Reflective, People Scalable talking to not want Vice’s and a friend immediate opinion personal
Alex Miller, Vice Global Head of Content Kevin Sutcliffe, Vice Head of News Programming Kevin Sutcliffe, Vice Head of News Programming Neiman Labs (2017) 03
Like Reflective, People Scalable talking to not want Vice’s and a friend immediate opinion personal
Alex Miller, Vice Global Head of Content Kevin Sutcliffe, Vice Head of News Programming Kevin Sutcliffe, Vice Head of News Programming Neiman Labs (2017) 04
Like Reflective, People Scalable talking to not want Vice’s and a friend immediate opinion personal
Alex Miller, Vice Global Head of Content Kevin Sutcliffe, Vice Head of News Programming Kevin Sutcliffe, Vice Head of News Programming Neiman Labs (2017) because you’re solving a problem for them and creating an experience they non traditional “chatbot”
traditional bot our bot Tells a story about the forces, Customer support, transactions, emotions, and choices behind or a personal assistant events that unfolded why mobile web?
match user behaviour chatbots are feasible cookies save conversations
60% of Vice users consume their content on mobile Vice Media Kit, 2016
5/5 user testers only engage with Vice on the web, not app User research from sprint Paul Campillo, 2017 Landbot, 2017 differentiate innovate
Under reported news Reporters as friends Straddles news and entertainmentraw Vice cut-off: VR app Provocative content On-the-ground journalism
cultivate A knowledgable friend that hard-hitting intimate } tells you like it is
HBO Skype On the Line Vogue deferential Vice x Airbnb USC Annenberg Hires young journalists
collaborate validate brand analysis Marty Neumeier, The Brand Gap SOCIAL MEDIA ENTRY WEBSITE ENTRY
entry point
The primary entry point is through social media since our users primarily engage with the news through these channels
raw intimate hard-hitting deferential on boarding
From the entry point, users land straight into a greeting and introduction message to prep them for a conversational experience. Content warning and interaction onboarding are packaged together
raw intimate hard-hitting deferential moment
Each moment begins with a brief context video; details are revealed in the conversation below. Users have the option to continue conversing, or move onto the next moment.
raw intimate hard-hitting deferential CHATBOT DETAIL deferential photos
° videos 360 + hard-hitting ? ? t the ’ Couldn intimate authorities stop them ? Where were the counterprotesters were Where each other Did the groups fight They were surrounding the rioters, the rioters, surrounding They were to stop them. create a barrier trying to raw CHATBOT DETAIL deferential audio clips hard-hitting intimate raw CHATBOT DETAIL deferential send your location hard-hitting intimate raw CHATBOT DETAIL deferential remember user input hard-hitting UKRAINE intimate Feb Simon Ostrovsky It focuses on his experience being It focuses on his Ukrainian Authorities. captured by the You asked a lot about the authorities in the authorities a lot about You asked this story. Held Hostage in Ukraine, I recommend Ostrovsky. told by Simon 2014 raw CHATBOT DETAIL deferential demonstrate demonstrate your knowledge hard-hitting intimate raw conversation beyond vice
At the end of the experience, we encourage the user to from their opinion and share it with their friends. This could continue the conversation beyond the experience and inspire others to do the same
raw intimate hard-hitting deferential returning user
Chat history will be saved in the user’s cookies, and users are given the options of continuing where they left off or starting the whole experience over
raw intimate hard-hitting deferential adding reducing perceived value cognitive overhead
Collection of key moments of a Avoid digging through multiple significant news story, from a articles to grasp what happened trusted source Chat UI patterns are familiar and Storytelling in digestible messages intuitive
Combination of journalist’s Mobile-web to avoid downloading perspective and raw, hard-hitting app + entry from social media, multimedia deeply engages users where users usually encounter Vice
Allows users to craft a conversation piece with their friends 01 data collection
Vice can collect data through users engaging with the bot (e.g. most common questions asked, which moment had the most engagement)
02 outside viewership
Through the social media entry point and the encouragement to share and start discourse, Vice can capture readers outside their existing audience value 03 to vice differentiation
Since Vice straddles mainstream news and viral entertainment, this intervention owns that space to further differentiate Vice from its competitors limitations
01 02 03 not for everyone mixing fact and opinion messenger chatbot
Poor fit for those that prefer Opinion pieces are not non- Our intervention overlaps with to consume traditional, partisan their existing chatbot factual news Mixing fact and opinion could But Messenger is limited to a Could antagonize or alienate bias the audience’s own single persona and a strictly those that have different beliefs linear story flow beliefs than the journalists Benes, R. (2017, Sept 21). Side effect of the pivot to video: Audience shrinkage. Digiday. Retrieved from https://digiday.com/media/side-effect-pivot-video-audience-shrinkage/
Ciobanu, M. (2015, October 19). Getting young audiences to watch longer videos online: The Vice News way. Retrieved November 16, 2017, from https://www.journalism.co.uk/news/how-vice-news-does-long-form-video-for-the- digital-age/s2/a575819/
Engel, P. (2017, March 27) These are the most and least trusted news outlets in America. Business insider. Retrieved from http://www.businessinsider.com/most-and-least-trusted-news-outlets-in-america-2017-3
Folkenflik, D. (2014, April 3). The Rise of Vice Media. NPR. Retrieved from http://www.wbur.org/hereandnow/ 2014/04/03/rise-vice-media
Google. (2016) Inside Abbey Road [Interactive video]. Retrieved from https://insideabbeyroad.withgoogle.com/en/ welcome
Mahler, J. (2014, January 24). When ‘Long-Form’ Is Bad Form. Retrieved from https://www.nytimes.com/2014/01/25/ opinion/when-long-form-is-bad-form.html
Mortensen, D. (2017, February 24). THE IMMERSIVE VIDEO REPORT: How VR, AR, and 360-degree video are shaping the future of content creation. Retrieved from http://www.businessinsider.com/the-immersive-video-report-how-vr-ar- and-360-degree-video-are-shaping-the-future-of-content-creation-2017-2
Nededog, J. (2016, August 26). Viceland's low ratings doesn't mean you should write it off just yet. Retrieved November 16, 2017, from http://www.businessinsider.com/vicelands-low-ratings-disney-2016-8
Tran, K. (2017, June 21). Vice Media's strategy is what's important, not its valuation. Business Insider. Retrieved from http://www.businessinsider.com/vice-media-strategy-important-not-valuation-2017-6
Vice News wants to take documentary-style storytelling to hot spots around the globe. (n.d.). Retrieved November 16, 2017, from http://www.niemanlab.org/2014/01/vice-news-wants-to-take-documentary-style- storytelling-to-hot-spots-around-the-globe/
Widdicombe, L. (2013, April 8). The bad-boy brand. The new yorker. Retrieved from https://www.newyorker.com/ magazine/2013/04/08/the-bad-boy-brand