Digital product approach
Reaching out to a new audience meant that the experience had to be engaging from launch. The product would have to be useful and useable for the target audience. After initial discussions with Macmillan, we recommended a ‘digital product design’ methodology because the risks associated with the new digital offering would be minimised. It would mean key questions like “Will the concept engage the audience?” and “What should the product do?” could be answered very early on.
The underlying concept was a digital product that would connect Macmillan with this audience, and members of that audience with each other, through the exchange of ideas and advice, without detracting from Macmillan’s existing online community site or conversations on social media. To do this, the Addition team used a combination of rapid prototyping and user-centred design techniques, fundamentals of a digital product approach.