2012

Bringing print directories into the future

Developing an innovation strategy for traditional services.
Directories are facing the challenge to not only adapt their competences to the digital era but also advance their print products.
Approach

We conducted extensive user research using cultural probes and interviews, involving both user groups: seekers and advertisers. Based on their insights we immersed ourselves in the ideation phase with all stakeholders.

Result

Within DeTeMedien's strategic framework we developed several concepts that meet the user's search behavior, adding an emotional layer to local advertising, enabling a context-related search, visualizing service-chains.