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MSN "Inspired By Women" Workshop
MSN – Microsoft’s worldwide news and infotainment platform has ambitious business development goals. User data revealed a lack of younger women in the user base. After two months of user studies and data analysis, “inspired by women” experts met with six international MSN teams for a two-day workshop in Munich. The agenda in short: A) learn to understand what matters to the younger female target groups, B) translate the preferences of two female personas into improved MSN content, and C) estimate the business impact of the new concepts. We presented their initial research on how the MSN news content and advertisement resonate with “Ann” and “Charlotte”, two female personas, and the list of valuable research insights to inspire new content and advertisement concepts was long. The workshop participants learned, for example, that financial news could be made more attractive to women by introducing stories with female lead characters. Sports content, so far, not women’s favorite, could be made more attractive by introducing social dimensions instead of mere “achiever” stories. The news could be integrated with social media, which would be attractive for the younger profile “Ann”, as much of her time is spent on social media. As the implementation work is carried out in the MSN teams around Europe, Berlin has been chosen as a site for a strategic Microsoft event about diversity potentials in tech. Stay tuned. https://www.design-people.com/
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