Why did you decide to focus on this project?
The team recognised a growing international audience but lacked clear, data-driven insights about what global viewers need, value, or expect from Ukrainian Witness content. To improve impact and ensure messaging is effective beyond Ukraine, the organisation sought to better understand international user preferences and adapt storytelling formats accordingly.
How did applying design thinking principles help?
Design thinking enabled the team to start with real audience needs – not assumptions. User surveys revealed what topics and formats international viewers want most. Prototyping new content formats and testing them across platforms allowed Ukrainian Witness to quickly evaluate what resonated and what did not. Iterative feedback loops – analysing engagement, comments, and retention – helped refine upcoming content in real time and made the process more efficient and audience-centered.
Did your approach change engagement with your audience in any way?
Yes, though indirectly. By testing new formats and incorporating early insights from surveys and platform analytics, the team observed clearer patterns in what drives engagement. While long-term effects will take time to measure, the project already strengthened the team’s ability to design content intentionally for international audiences, improving clarity, tone, and storytelling structure.
What challenges did you encounter and how did you address them?
Limited time was the biggest challenge. Completing research, analysis, and content testing within just two months required strict organisation and parallel workflows. Another difficulty was collecting enough high-quality survey responses, as some international audiences were less active in providing feedback than expected. The team also faced complex cross-platform analytics, as different algorithms influence how content performs. This required a more segmented, platform-specific approach to ensure accurate insights.
How was your project received by your audience?
Engagement data demonstrated interest in certain topics and storytelling styles, and feedback collected through surveys provided valuable insight into the expectations of international viewers. Although the project was primarily internal, the reactions helped validate which content strategies should be prioritised moving forward.
What insights or lessons did you gain from this project?
A key lesson was the importance of flexible planning: rapid testing, iterative updates, and parallel task management proved essential within the short project window. The project also showed that data collection must be ongoing. Audience behavior shifts, and understanding those changes requires continuous monitoring rather than one-time research.
What do you plan on doing next?
Moving forward, Ukrainian Witness plans to actively apply the outcomes of this project as the foundation for an improved, data-driven content strategy. The analytical insights and recommendations gathered during the grant period will guide their choices around which topics, formats, and platforms are most effective for engaging international audiences. These learnings will be fully integrated into our day-to-day workflows as they continue to update content, test new formats, and track shifts in audience preferences across platforms.
Beyond immediate improvements, the project also establishes a long-term development trajectory for Ukrainian Witness. The findings will support efforts to build new international partnerships, expand global media presence, and position content more strategically within the international information space.
What advice would you give to other journalists or organisations considering a similar path?
Plan realistically and stay flexible – short project timelines demand precise coordination and the willingness to adjust as you learn. Diversify outreach early, since international audiences may be less responsive to surveys than expected, and consider multiple channels or incentives to gather sufficient feedback.
Credit: Transitions, Journalismfund Europe's partner for implementing the Microgrants for Small Newsrooms programme, produced this case study.
