Johan Brockfield, strategy advisor at Making Waves

Designing new revenue opportunities

The great challenge:

Young people are leaving traditional print media in favor of

digital channels

The concept: Combine editorial fashion content,

popular bloggers, personal user profiles and web shopping

DESIGN THINKING

User centric

Multidisciplinary

Early testing

Creative methods

Visualization

Iterations

Our basic questions

• Why do you visit fashion websites and blogs?

• How do you involve your friends when you go shopping?

• How do you react to paid content?

User insight

What we found. Users told us:

• We visit fashion blogs … because every girl wants to be unique

• However, when actually shopping, we aren’t

• Shopping is not social!• Inspiration is social. Shopping is war

• Paid content? … we don’t mind!• We know perfectly well that there is money involved

User insight

Our recommendations

•Every girl wants to be unique• So we gave them lookbooks where users can combine clothes to

create their own unique style

•Since users don’t find shopping social …

• We designed a secret wish list, where they can gather their favorite clothes. Away from their friends. And the wish list actually doubles as a shopping basket …

•So, paid content is trusted• This is a great business opportunity: Bonnier can build

partnerships with brands and bloggers, and get a cut of their revenue – while Stylista’s readers are perfectly happy!

User insight

Stylista.no is live!

Stylista.no is live!

Stylista.no is live!

Three types of digital income

• Digital media revenue has been about ads and/or user payment

• Stylista challenges this model by adding bloggers and shopping

• At Stylista.no, Bonnier has three sources of income:

Banner ads

+ a cut of the promotion revenue from the profiled bloggers

+ a cut of the revenue from the items sold through Stylista

New revenue opportunities

The ethics?

•Stylista is a commercial website, and the target group is used to distinguishing between editorial and paid content

•Stylista’s mix is not a model for all media

•Stylista is a way of accommodating the needs and behavior of a young audience on their own premises – and actually making money in a digital channel

What can the Stylista case teach us?

•Companies that obtain real user insight, and innovate to meet the users’ needs, will find new income opportunities

•Design Thinking is a strong method to gain valuable user insight and design profitable services