PMPG Polskie Media
LOCATION
Warsaw, Poland
DURATION
- 10 Months
TEAM
- 3 × Engineers
- 7 × Stakeholders
- 1 × Product Designer
- 3 × Product Managers
- 3 × Researcher
- 3 × Marketer
- 3 x Copywriter
PLATFORM
- IOS
- Android
- Web
CONTRIBUTION
- Product Strategy
- User Research
- Product Design
- Branding
A Social Platform for Breaking News — Powered by AI, ML, DL & WEB3
ABOUT THE COMPANY
PMPG Polskie Media S.A. is a Poland-based media investment conglomerate pioneering advancements in global media & marketing. Listed on the Warsaw Stock Exchange, PMPG operates across traditional & emerging media for millions of monthly readers worldwide, pushing boundaries to transform the modern media landscape & redefine information consumption & distribution.
ABOUT THE PRODUCT
Lumero, incubated by PMPG Polskie Media, pioneers a web3-powered revolution in social media & news. It aggregates content from global top publishers to niche creators, rewards users with fiat or crypto currency & enables personalised news consumption, discussion & sharing. AI, ML & DL drives real-time recommendations, curated feeds & engagement features for a tailored discovery experience.
Revolutionising Information Sharing…
CONTEXT
As digital disruption reshapes industry after industry, legacy models risk obsolescence without continual innovation. Nowhere is this truer than in the rapidly evolving world of media. Lumero seized upon this reality & set out to disrupt the status quo of fragmented news distribution & consumption by creating an AI powered curated social platform tailored to contemporary users. Born as a spinoff startup from leading Polish media firm PMPG, Lumero was strategically positioned to harness industry expertise & redefine the future of news discovery & sharing.
Spearheading the creation of this revolutionary industry shift was Lead Designer, Ainam Mania, leading the designing of sticky & interactive experiences through the strategic integration of personalisation, gamification & social features. This resonated profoundly with users & aligned seamlessly with the overarching mission to establish product-market fit for the nascent platform while simultaneously carving out rare competitive advantages.
CONTEXT
As digital disruption reshapes industry after industry, legacy models risk obsolescence without continual innovation. Nowhere is this truer than in the rapidly evolving world of media. Lumero seized upon this reality & set out to disrupt the status quo of fragmented news distribution & consumption by creating an AI powered curated social platform tailored to contemporary users. Born as a spinoff startup from leading Polish media firm PMPG, Lumero was strategically positioned to harness industry expertise & redefine the future of news discovery & sharing.
Spearheading the creation of this revolutionary industry shift was Lead Designer, Ainam Mania, leading the designing of sticky & interactive experiences through the strategic integration of personalisation, gamification & social features. This resonated profoundly with users & aligned seamlessly with the overarching mission to establish product-market fit for the nascent platform while simultaneously carving out rare competitive advantages.
The history of PMPG dates back to 1997 when it was established as a start-up student magazine
PMPG is listed on the Warsaw Stock Exchange establishing itself as a leader in the market
PMPG acquires WPROST; the oldest polish magazine published since 1982
PMPG incorporates Lumero & recruits Lead Designer Ainam Mania to spearhead the design process & transformation of its MVP
Google signs partnership with PMPG’s WPROST for “News Showcase” platform launching in Poland
IMPACT
Propelled by audacious ambitions of amassing 500 million users & generating €2 billion in revenue within three years, Lumero launched its MVP across Europe. In a mere span of three months post-launch, a strategic partnership with Google aligned Lumero & parent company PMPG for a more ambitious prospect & the vision of completely reimagining the essence of social news.
IMPACT
Propelled by audacious ambitions of amassing 500 million users & generating €2 billion in revenue within three years, Lumero launched its MVP across Europe. In a mere span of three months post-launch, a strategic partnership with Google aligned Lumero & parent company PMPG for a more ambitious prospect & the vision of completely reimagining the essence of social news.
Design Tool Stack
DESIGN THINKING PROCESS
From the outset, Ainam Mania championed a human-centric design thinking approach to establish a solid foundation & drive the startup's progression. This strategy facilitated & fostered a thorough comprehension of users, identification of distinctive features, collaborative idea generation, creation of simulated experiences through prototypes & continuous iteration & validation of concepts to resonate effectively with users.
EMPHATHISE
- Stakeholder Interview
- Data Analysis
- Surveys
- User Interview
- Competitor Analysis
DEFINE
- User Personas
- User Stories
- Problem Statement
IDEATE
- Brainstorm Sessions
- User Flow
- Navigation
PROTOTYPE
- Medium Fidelity Wireframes
- High Fidelity Prototype
- Interaction Design
- Motion Design
- Design Hand-offs
TEST
- Usability Testing
- Quality Assurance (QA) Testing
- Analytics
- Metrics
DESIGN THINKING PROCESS
From the outset, Ainam Mania championed a human-centric design thinking approach to establish a solid foundation & drive the startup's progression. This strategy facilitated & fostered a thorough comprehension of users, identification of distinctive features, collaborative idea generation, creation of simulated experiences through prototypes & continuous iteration & validation of concepts to resonate effectively with users.
EMPHATHISE
- Stakeholder Interview
- Data Analysis
- Surveys
- User Interview
- Competitor Analysis
DEFINE
- User Personas
- User Stories
- Problem Statement
IDEATE
- Brainstorm Sessions
- User Flow
- Navigation
PROTOTYPE
- Medium Fidelity Wireframes
- High Fidelity Prototype
- Interaction Design
- Motion Design
- Design Hand-offs
TEST
- Usability Testing
- Quality Assurance (QA) Testing
- Analytics
- Metrics
01
DISCOVERY: EMPHATHISE + DEFINE
Illuminating the Path to Unveil, Discern & Define the North Star
Upon joining Lumero, Ainam Mania established a user-centric foundation through comprehensive discovery exercises, stakeholder workshops & user interviews. These efforts provided a holistic perspective on the problem, business vision & user needs while aligning with business objectives. Design thinking workshops promoted collaborative, iterative experimentation for user satisfaction. The discovery phase unveiled challenges, pain points & quick wins across user types, from research to conceptualisation. Envisioning personas encapsulated these findings, laying the foundation for product requirements & key success metrics centered around each user group. Guided by insights, the project roadmap materialised, creating an experience that resonated deeply with users. This groundwork set the stage for a platform meticulously crafted through the lens of its intended users.
Getting to Know the Community
Leveraging Wprost analytics provided real-time data on audience behaviour & trends. Six in-depth interviews with representative users uncovered preferred media consumption channels, popular news platforms & formats, user habits & unmet needs, topics of interest & desired features. This was supplemented by an industry expert's perspective on regional behavioural patterns. The aggregated research validated assumptions, revealed pain points & highlighted key focus areas to address
User Personas
Conducting comprehensive interviews with Wprost users yielded invaluable insights that illuminated their news consumption habits & their overall experience. These discoveries were pivotal in deepening our understanding of core issues & areas for improvement. Drawing from interview feedback, we developed detailed personas & narratives that captured Lumero's primary target users. These real-user profiles shaped the design of the product experience to genuinely meet user needs & preferences.
Segmenting core target users into three primary types allowed for tailored solutions focused on enhancing each group's experience according to their goals, challenges & aspirations. This facilitated a more profound understanding of their requirements. Throughout the design process, these profiles remained guiding principles, enabling solutions that elevate the experience for each persona. Insights laid the foundation for Lumero's transformation into a platform that caters to its target users by prioritising them. This user-centric approach was pivotal in crafting an experience that resonates through designs tailored to how each persona accesses & engages with news.
Background
A tech-savvy individual well-versed in technology, deeply engaged on social media & driven by causes such as environmental sustainability & activism. They maintain a continuous connection to the digital world & social media, primarily sourcing their news online. Growing up with instant access to information, they possess a strong curiosity for global events, societal changes & emerging technologies.
A tech-savvy individual well-versed in technology, deeply engaged on social media & driven by causes such as environmental sustainability & activism. They maintain a continuous connection to the digital world & social media, primarily sourcing their news online. Growing up with instant access to information, they possess a strong curiosity for global events, societal changes & emerging technologies.
Goals
Their goals include staying updated with real-time current events & engaging with like-minded individuals in meaningful discussions & discovering curated content aligned with specific interests & values. They hope to leverage social media to raise awareness for causes they care about & want entertainment & digestible content mixed into their feed.
Challenges
Navigating information overload, discerning credible sources & managing content volume online are challenges this individual faces. They seek youth perspectives & engaging formats missing in traditional media. Yearning for a news-sharing community & aiming to avoid intrusive ads, they find lacking in existing outlets.
User Story
In their fast-paced digital life, Gen-Z seek a social-first platform that intermixes headlines & entertainment. Personalised news feeds, real-time updates & an intuitive interface are essential. They aim to engage in discussions, share thought-provoking content & manage interests while avoiding ads. Above all, they desire to shape youth media narratives.
Background
The Millennial professional is adept at managing work, social commitments & personal development. They place high value on staying well-informed about current events, but their time constraints & the overwhelming flood of information pose a challenge in identifying trustworthy sources that cater to their unique preferences.
The Millennial professional is adept at managing work, social commitments & personal development. They place high value on staying well-informed about current events, but their time constraints & the overwhelming flood of information pose a challenge in identifying trustworthy sources that cater to their unique preferences.
Goals
Their goals encompass finding a comprehensive source for news, engaging in meaningful conversations & having the flexibility to explore diverse topics while managing their time efficiently.
Challenges
The Millennial faces challenges in maintaining a healthy work-life-news balance & avoiding distractions from unfiltered content. They seek a platform that not only offers relevant news but also supports their desire to learn & grow across various domains. They dislike clickbait & seek objective reporting on issues like business, politics, & parenting.
User Story
Amidst their bustling schedule, they seek a platform that streamlines their news consumption & offers personalised recommendations based on their interests & reading patterns. They yearn for concise summaries with links to full articles for in-depth exploration. The inclusion of their peers' comments alongside news stories fosters a sense of connection & active engagement in critical conversations.
Background
A seasoned individual from the Gen X generation, valuing traditional news sources & a deeper understanding of global affairs. They have witnessed the evolution of media & seek a reliable platform that combines their preferences with modern technology.
A seasoned individual from the Gen X generation, valuing traditional news sources & a deeper understanding of global affairs. They have witnessed the evolution of media & seek a reliable platform that combines their preferences with modern technology.
Goals
They aim to access well-researched news, engage in insightful discussions & embrace technology to enrich their news consumption experience while maintaining the depth they value. Their objective is to achieve a precise understanding of political, business & cultural events by exploring news from reputable sources & following trusted journalists.
Challenges
The Gen X user grapples with adapting to the digital landscape while preserving their traditional values of news consumption. They aim to find a platform that seamlessly blends credible journalism with innovative features without overwhelming them with excessive choices. With so much partisan arguing online, they struggle to find objective news coverage that presents just the facts. they strongly dislike speculative reporting or misinformation spread through social media.
User Story
The Gen X individual wants a news platform that bridges their preferences, modern conveniences & aggregates content from accredited sources known for integrity. They appreciate historical context provided alongside breaking stories & value substantive analysis rather than provocative headlines or partisan attacks.
Perceptual Mapping Competitive Arena
Following comprehensive user & stakeholder interviews, Ainam Mania & the team embarked on extensive research & analysis, dissecting 28 prominent competitors in the marketplace to distil their core attributes. These competitors were then categorised into five distinct segments. The first segment comprises market leading technology giants like Apple News, Google News, Microsoft News & Yahoo News who leverage proprietary algorithms & data for global news aggregation. However, they face challenges in monetisation & personalisation. The second segment consists of social media platforms like TikTok, YouTube, Instagram, Twitter, Reddit & Facebook. While they enable seamless user generated content (UGC) sharing they lack focus & are not purpose-built for news sharing, aggregation or curation. The third segment encompasses renowned media publishers such as The Economist, The Telegraph, Financial Times, The BBC, Sky News & CNN. While they hold an influential position in the industry, their content tends to be authoritative, restricted & oriented towards the mainstream. The fourth segment includes local PGCs like Onet, Interia, Trójmiasto in Poland & Newsbreak in US, Dailyhunt in India & Toutiao in China. While they understand local contexts they have limited resources & technology. Finally, the fifth segment represents innovative startups & spinoffs like Medium, Flipboard, Pocket, Upday, Squid & NewsSuite. Despite being creative & forward thinking their scale & monetisation trails competitors. After assessing & benchmarking competitors, we recognised numerous strategic opportunities & zeroed in on differentiating Lumero by fusing personalisation, social engagement, rewards & gamification; elements absent in the market. Powered by AI technology, this inventive synthesis primes the platform to deliver an unparalleled tailor made experience & positions Lumero as a standout player that defies industry norms; underlining its uniqueness in the competitive landscape.
Perceptual Mapping Competitive Arena
Following in-depth user & stakeholder interviews, Ainam Mania & the team delved into comprehensive research & analysis, dissecting 28 prominent competitors in the marketplace to distil their core attributes. These competitors were then categorised into five distinct segments.
The first segment comprises market leading technology giants like Apple News, Google News, Microsoft News & Yahoo News who leverage proprietary algorithms & data for global news aggregation. However, they face challenges in monetisation & personalisation.
The second segment consists of social media platforms like TikTok, YouTube, Instagram, Twitter, Reddit & Facebook. While they enable seamless user generated content (UGC) sharing they lack a dedicated focus & are not purpose-built for news sharing, aggregation or curation.
The third segment encompasses renowned media publishers such as The Economist, The Telegraph, Financial Times, The BBC, Sky News & CNN. While they hold an influential position in the industry, their content tends to be authoritative, restricted & oriented towards the mainstream.
The fourth segment includes local PGCs like Onet, Interia, Trójmiasto in Poland & Newsbreak in US, Dailyhunt in India & Toutiao in China. While they understand local contexts they have limited resources & technology.
Finally, the fifth segment represents innovative startups & spinoffs like Medium, Flipboard, Pocket, Upday, Squid & NewsSuite. Despite being creative & forward thinking their scale & monetisation trails competitors.
After assessing & benchmarking competitors, we recognised numerous strategic opportunities & zeroed in on differentiating Lumero by fusing personalisation, social engagement, rewards & gamification – elements absent in the market. Powered by AI technology, this inventive synthesis perfectly primes the platform to deliver an unparalleled tailor made experience & positions Lumero as a standout player that defies industry norms; underlining its uniqueness in the competitive landscape.
Prioritising Features for a Blueprint to an Exceptional Experience
After conducting thorough discovery & in-depth research, we refined the product roadmap, integrating invaluable user & market insights. Our objective was to elevate the core experience, optimise features & prioritise impactful new capabilities. This allowed us to streamline the project into essential tasks, ensuring efficient development & implementation.
02
CONCEPTING: IDEATE + PROTOTYPE + TEST
Laying out the Building Blocks
Comprehensive discovery research established a strong foundation by deepening understanding of user needs & benchmarking the competitive landscape. Building on these insights, the concepting phase involved iterative brainstorming to create an exceptional personalised news experience. Stakeholder workshops facilitated collaboration on user flows, information architecture & journey mapping, guided by data-driven personas. This uncovered pain points & opportunities for tailoring the product. Regular cross-functional meetings ensured effective communication with developers, validating feasible designs. Interactive prototypes underwent testing with target users for validation & UX refinement. An iterative, data-driven approach, including A/B testing, informed decisions. To establish consistency atomic design principles were applied to construct reusable components for a unified component library & style guide for a scalable user experience & streamlined development process. Despite time constraints, Ainam Mania strategically defined visual style, spacing & typography to enhance the experience, ensure uniformity across devices & prioritise accessibility standards. This user-centered process entailed collaboration, research & continuous refinement, supported by proper governance through documentation. The team’s dedication to crafting personalised news experiences is poised to delight users.
The strategy behind the design...
Craft
Onboarding
The onboarding process ensures a tailored experience from the outset. Users have the choice to define their interests, allowing them to skip the initial setup if desired. This caters to diverse user preferences, lessens friction & promotes a seamless entry into the Lumero ecosystem, setting expectations & delivering immediate value. Gradual engagement further enhances retention rates.
Join
Registration & Log In
The registration & log in process aims to offer users a seamless entry into the Lumero ecosystem while ensuring personalised experiences. By providing multiple sign-in options & gathering essential user details, we facilitate ease of access & tailored interactions.
Access
My News Stream
The news stream homepage employs an AI-driven system, intuitively delivering content aligned with individual interests. By prioritising user-specific content, we enhance engagement & satisfaction, ensuring each user finds value in every visit.
Article View
In the article view, readers are empowered with actions that enhance interaction. Alongside reading, users can like & seamlessly share articles to their personal “My Wall” or other social media platforms. This fosters content discovery & user-generated engagement, amplifying the Lumero experience.
Explore
Search
In an era of information abundance, a user-friendly search tool is essential. The Universal Search offers a convenient & effortless way for users to navigate through an extensive collection of news articles, explore trending news topics & discover reputable publishers. By enabling users to find content that resonates with them, we ensure an enriched news consumption experience & enhance user accessibility to a vast array of content, catering to diverse interests & preferences.
Discover
My Wall
My Wall serves as a social hub, enabling users to share articles, connect with friends & cultivate a dynamic community centered on news sharing. Rooted in social media principles, this feature transforms news consumption into an interactive & communal experience.
Leaderboard
The Leaderboard feature on My Wall promotes active participation & recognition within the Lumero community. By gamifying user engagement, this feature motivates users to share articles, engage in discussions & contribute to a vibrant news-sharing ecosystem.
Tailor
My Profile
The profile section centralises user control. Here, users can curate their interests, revisit browsing history & tailor settings to their preferences, ensuring a truly personalised journey. By providing transparent control, we empower users to create an experience that aligns with their individual needs.
Key Insights, Tradeoffs, Triumphs & Conclusions
The journey of Lumero’s MVP launch in Europe was characterised by key insights, tradeoffs & ultimately triumphant outcomes that illuminate the path forward for the platform. The design thinking process revealed the pivotal role of user-centric design & strategic decision-making in creating a successful personalised news platform. Understanding first-time user psychology proved crucial for sustained engagement. Embracing adaptability & diverse perspectives fostered a dynamic & innovative culture. The significance of user engagement metrics underscored the impact of well-aligned design principles.
Ainam Mania championed communicating & conveying design’s tangible value to align stakeholders. This strategic approach drove impressive engagement after launch. Lumero’s MVP launch achieved impressive results, with user engagement validating the strategic approach. Recognition from influential partners like Google underscored the platform’s innovative concept. Users embraced the personalised news discovery experience, reaffirming the value of focusing on their needs. Achieving such results necessitated tradeoffs. Striking the balance between catering to diverse user preferences & maintaining a seamless user experience posed a challenge. Balancing innovation with familiarity required careful consideration. The strategic emphasis on stakeholder alignment, while successful, involved time & effort. Lumero’s MVP launch stands as a testament to the power of user-centricity, strategic decision-making & adaptability. Through understanding user psychology, fostering a dynamic culture & aligning stakeholders, the platform achieved notable success. The journey demonstrates that, by placing users at the core & embracing iterative improvement, Lumero can continue to shape news consumption norms & evolve into a thriving, innovative force in the digital media landscape.
