Zero Hora is a traditional newspaper from Brazil, the fifth biggest on the country. With 180.000 daily printed newspaper in 2012, the challenge was to develop a digital application that has the same experience as a newspaper and improve users retention in comparison with web competitors.
The project started in 2010, the first year of the iPad rolling out. We started focusing the first version of the app on this new platform, showing the PDF version of the printed newspaper to get the behavior of the users inside the app. As the responsible to bring the newspaper experience from the newspaper to the tablet, I’ve run a series of tests to research the readers behaviour for the second release. The feature that was designed after this period was called Virtual Read. Showing digital news side-by-side with the printed version articles, more dense in the production. The main idea was to build a parser for the website, getting real-time news produced for web, interpreting the hierarchy already defined by the newsroom for this platform. With the highlights from the printed version, the product has a unique digital experience, blending the real-time content with the more deep and rich content from the traditional printed version. The results showed that the personas defined for the project were using the app as a day-long read, not only in the morning as the traditional newspaper did. Doing quick interactions by the day, the users saw if it was something new, reading in a more constant way and being more informed. The topic was yet researched for my bachelor degree, specially analyzing the impact of this product with teenagers. In a generation that was away from the traditional news consumption at that time. The results were that using this product they felt better reading the news, with the pace that they were demanding. Those teenagers felt way more comfortable using the app than the printed version.
This project was done in 2013