Repositioning value from user needs and behaviors
Contract : 4 months (06 - 12/2023)
Role : Service Designer
Provided expertises : Experience mapping・Value repositioning・Prototyping via storyboard・Focus groups・Strategic recommendations
Tools : Sketch・Miro・Procreate
Industry : Publishing & Culture
Background
The client is a group consisting of many publishing houses. Their platform is designed to serve readers by enriching their love for books, offers a vast collection of novels, essays, practical guides, and literary news. More than just a catalog, it is a space where readers can explore, discover, and engage with their favorite authors and new releases.
As the publishing landscape evolves and reader behaviors shift, the client recognized the need to redefine their platform’s value proposition. The goal? To better align the platform with the real needs, expectations, and reading habits of its audience.
By diving deep into user insights, this project aimed to transform this digital platform into a more engaging, personalized, and reader-driven experience.
Challenges
Redefine the value proposition of the digital content platform based on user needs and behaviors. Project the new positioning on the market and confront it with target users to fine-tune it.
Outcome
Alignment of internal teams around a clear, reader-centric value proposition : by involving key stakeholders in a collaborative co-design process, the teams not only defined a compelling positioning for the platform but also gained a shared vision of its future direction.
Strategic recommendations : actionable priority areas, guiding future initiatives to strengthen engagement, personalization, and overall user experience.
MY CONTRIBUTION
As a Service Designer, I worked alongside Consultant Designers and a User Researcher to redefine the value proposition of a major digital content platform for a publishing group.
My contributions spanned from research synthesis to service prototyping and strategic recommendations.
To set the foundation, I formalized the user research analysis—including insights from a quantitative survey of 1,000 readers across France—into personas and a Readers’ experience map. These tools were essential in preparing Value Proposition and ideation workshops, where we collaborated with stakeholders to define the platform’s future direction.
Building on these insights, we explored service concepts reflecting the new value proposition. I took the lead in storyboarding the vision, translating abstract strategic ideas into tangible user scenarios. This allowed us to test the new positioning with real readers in a focus group, gather feedback, and refine our approach accordingly.
Throughout the project, I worked closely with business stakeholders, ensuring alignment between user needs and business goals. I actively contributed to ideation, facilitated workshops, and helped present our final strategic recommendations, shaping the roadmap for the platform’s evolution.
DEFINING THE NEW Value Proposition
Aligning with both reader expectations and business opportunities. This collaborative workshop helped prioritize strategic directions and refine key positioning elements.
Project key moments
Quantitative survey・Benchmark・Market Research analysis・Experience mapping・Value Proposition workshop・Business Model Canvas Workshop・Storyboarding the new value proposition・Focus groups・Strategic recommendations
This content is confidential and shared for recruitment purposes only. Please do not share without permission. I’d be happy to share more details upon request while respecting confidentiality—just reach out!