2018 / DIGITAL NEWSROOM
Mastercard - Newsroom (UX/UI)
Mastercard employees treated their news mentions and media reports as spam. So I helped Mastercard get more value and visibility to their media reports by building an automated media monitoring app. Since the implementation of this app, their visibility has increased from 0.05% to 87%.
Taking into consideration the tight timeline of this project and internal research, I chose a smart and simple guerilla approach to get the most precise quantitative and qualitative data.First, to test how much visibility the media report emails had, we stopped sending them for two weeks and waited to hear back responses from the employees and stakeholders. The results were shocking. Out of 6000 Mastercard employees in APAC, only 20 read these emails, and only 3 emailed back on not receiving them.It was clear that the email was not the good approach. So we started analyzing users' behaviour more profoundly to understand their mindset at work. We discovered that most of them used emails only for formal and important communication. The rest of the time, they used a number of other analytical and financial tools.
The majority of the users in the fintech domain work with real-time data and analytical tools. So it was clear that we needed some kind of real-time solution that could be easily adapted to their existing mental model and ecosystem.
After evaluating several solutions like a native app, dedicated chat group, podcasts, etc. most optimal and scalable solution was a web app. It was the most accessible way and scalable across different mediums.
EXECUTION
Live Newsroom - https://news.mastercard.com/
The core feature of this web app was its automation and real-time feed update. The algorithm scrapes through all the publications for Mastercard mentions and captures the headlines and news in a presentable manner. And it was super accessible since we turned it into a chrome extension across all office machine browsers by making it a default page. So every time employees open a new tab, they use to have this app in front by default.
Since it is automated, news aggregation was effortless, fast and effective.
Completely optimized for anyone to use across multiple devices.
To make it User centered platform we added a feature to turn this web app into a chrome browser extension for new tab display and created an option to use it as a screen saver, very similar to google trends hot searches.
The results were quite astonishing. The engagement went up to 87% in just one week. And most importantly, we started receiving feedback from some stakeholders that the tool actually helped them to analyze on the go and make critical decisions. And lastly, it saved everyone's time and money. Our agency saved 480 man hours annually since implementing this tool, which was otherwise spent on the manual process. Our resources were also able to better utilize the tool and focus more hours on more valuable data analysis jobs.For Mastercard, this solution was invaluable both internally as well externally. With such great success, they also put up this tool internally in the offices on large displays, on iPad placed in their cafeteria, and also as a screensaver. So if anyone walks away from their laptops for a coffee, the others could get a quick glance at these headlines while passing by.