This outlines the process of creating NYT Now in the early stages as well as the learnings after one year of the app being in the wild. We talk about our experience as designers working with editors to create new experiences at a legacy media organization

1. Hello,we are
Farah & Elena.
@farahassir • @elaineygianni

2. Making new things at old places.

4. Why?
INTRO

5. 1851
The first issue of the New York Daily Times.

6. First national edition.
1980

7. 1996
www.nytimes.com
Please open your
window to the width
of this line of text.

8. 2006
m.nytimes.com

9. 2008-2014
iPhone, iPad and Android apps

10. Research says
Get the NYTimes top stories delivered as
easy to skim headlines and article
summaries with links to the full length
versions of those articles. A quick and easy
way to stay informed.
“
”

12. How can we create a fundamentally new
and different way for people to get the
news on their phones?

13. Experimenting
PHASE 1

14. To create new digital products at
The New York Times.
To create a new way to create new digital
products at The New York Times.
1
2

15. Newsroom
Developers
Design
New Products

16. Newsroom
TechnologyDesign
Product

17. Design something
so I can write.
DesignerEditor
TechnologyProduct
?
Write something
so I can design.

18. Image via Maria Popova, Brain Pickings, part of video by AsapSCIENCE

23. It sucked.

24. Make something people want.
— Paul Graham

25. Definition
PHASE 2

27. 1 They have a fear of missing out.
2 They want to get up to speed quickly.
3 They want their friends to know they are smart.

28. If the app was a person..
Smart
Witty
Charismatic
Good looking
Friendly
Approachable

29. Your guide to the news.
App Definition Statement

30. Tell me what I need to know. Fast.
Tell me what’s changed.
Make me feel prepared.
Satisfy my curiosity.
Be helpful, integrate with my life.
Product Principles
1
2
3
4
5

31. People ignore design that ignores people.
— Frank Chimero

32. News for humans
PHASE 3

33. How can we create a fundamentally new
and different way for people to get the
news on their phones?

34. How do you talk about the news?
What is the latest on
the Ukraine Crisis?
(not World)
What do you think about
Climate Change?
(not Science)
When is the New York
City Marathon.
(not U.S.)

35. Good morning. Here’s
what you need to know
to start your day.
How do you talk to friends?

36. What do you need to know right now ?

37. Where are you reading the news?

38. How much do you need to know?
Obama Vows to Work With, and Without, Congress
Teenage Clerk Rises From Ta
Republicans Eager to Deploy Their Plan
By Lending a Hand, Christie Gains Some Clout for 2016
here Obama and the G.O.P. Might Agree
Midterm Political Ads That Worked, and Why
e Strange Case of States’ Penchant for Casinos
Drop in Turnout Made the Difference in Maryland Race
For One Democrat, Rout Hits Close to
In Japan, Moves to Stimulate Economy R
As Tension Simmers, Jordan Recalls Its Ambassador to Isra
A Year of Unforeseen Hits
State of the Art: The Fall of the Banner Ad
A Dive Into Darkness
State of the Art: Fall of the Banner
ning: Augmenting Your Password-Protected World
Gadgetwise: Wearable Gear and Apps to Make Running
and a Lot More Fun
Putting the Cart B
astain in a Publicity Tug of War
After Election, President VEmpowered, McConnell Promises An End to ‘Gridlock’
Outside Groups With Deep Pockets Lift G.O.P.
‘1989’ Intensify Streaming Debate
oms With Alex Rodriguez Back
Alex Rodriguez Told Federal
port Says
Healthier, and a Lot More Fun
he Cart Before the Art
Teenage Clerk Rises From Target to Star Jessica Chastain in a P

40. version 1.0

41. Best apps of
2014 by Apple

42. 1 Year After

43. Readers
Learnings
Integration
Voice
Process
Strategy

44. The Morning Briefing is the
main reason for user retention.
1. READERS
News served around our
users’ habits.

45. Did the World End?
Catching Up While
Drinking Coffee
End of Day
Chilling
Indulgent Pauses
Alarm Clock by Matt Brooks, Coffee by Matt Brooks, Ice cream, helado by Emilio Enigma, Lollipop by Cezary Lopacinski, Tea by Joe Harrison, Couch by Nathan
Thomson, Moon by hunotika, all from The Noun Project.

46. 2. INTEGRATION
NYT Now works as it is, but it is an
isolated entity.
Bringing NYT Now curation to places
readers are already: email, social media.

47. 3. VOICE
Readers like the voice of the app.
And they want more.
Finding a balance between building a
strong, consistent voice and giving a space
for editors to have their own.
nytnow

48. Editors are our users, too.
Designing a communication channel
between editors and readers.

49. 4. PROCESS
The stories and the curation are the app.
Designers thinking as editors.
Editors thinking as designers.
DesignerEditorEditorEditorEditorEditorEditorEditorEditorDesignerDesignerDesignerDesignerDesignerDesigner

50. 5. STRATEGY
NYT Now challenges The Core.
Understanding the relationship between
the mothership and new products.

51. Differentiate Products
Keep the essence of each.
Redundancy?
Integrate the Two
Bring learnings into the Core.
Lost opportunity?

52. A Family of Products
Targeted to different audiences,
with distinct user experiences
and a strong connection.

54. Thank you.
@farahassir
@elaineygianni
(Download NYT Now in the App Store)