Why did Woxx decide to focus on this project?
The team had noticed a loss of subscribers since the beginning of the Covid-19 pandemic: people cancelled or stopped renewing their print subscriptions. Despite gaining new subscribers here and there, they realised they needed to update their online presence in order to better present their work and encourage “passive” (non-paying) readers to value and, eventually, pay for it. Given that their old website had been created in the early 2000s and never fully updated, it was time for a complete redesign.
How did applying design-thinking principles help?
It helped the team focus their various design ideas and center them around the needs of their readers. This meant being mindful of adapting the functionality of the new website to their usage and including aspects of the well-known print paper into the online pages.
Did Woxx’s approach change engagement with its audience in any way?
Given the flat hierarchy of Woxx’s cooperative newspaper, its approach has always been community-oriented. For example, the team regularly and transparently communicates changes to readers in the form of short articles, be it a new member joining the team, asking for witness accounts, or a new editorial focus. The website and participation at the Media Innovation Summit Prague was shared with readers in the same way.
What challenges did Woxx encounter and how did it address them?
The team found it difficult to narrow down and prioritise changes, as their initial ideas were more ambitious and they realised they weren’t able to complete them all within the provided deadline. Speaking with the mentor and regular discussions within the team helped us reduce the non-necessary design aspects and focus on the updates that needed to be ready with the launch.
How was Woxx’s project received by its audience?
The team was positively surprised by the great impact the new website has made so far: Their analytics showed not only an uptick in the amount of articles clicked, but also that, on average, readers spent more time on each article. They interpreted this as meaning that the new design is more conducive to reading and also encourages readers to continue exploring other similar articles.
What insights or lessons did Woxx gain from this project?
The team learned that small changes can already make a difference in how an audience reads and interacts with articles (such as adding a “share on social media” button). And to work with a flexible website template that allows them to continue updating and working on the site, not just seeing it as a “final product.” Otherwise it will quickly feel outdated again.
What does Woxx plan on doing next?
Woxx is still struggling to see an increase in subscribers, which is why the team plans on simplifying the payment process on the website. This month, they’re also launching a “Christmas Campaign” that will be featured on social media and the new website, in order to convince readers to become paying subscribers. Besides these continuous updates on our website, our new “project” will be redesigning our weekly newsletter.
What advice would Woxx give to other journalists or organisations considering a similar path?
Working with a trusted team is crucial: ideally, your web designer and/or programmer knows and understands visual design, coding and the world of journalism (which articles matter in which way, how a newspaper works for the functionality of updating webpages, etc.).
Credit: Transitions, Journalismfund Europe's partner for implementing the Microgrants for Small Newsrooms programme, produced this case study.
