1
00:00:01,240 --> 00:00:02,810
- [Mike Schnaidt] Previously,
we would make a lot

2
00:00:02,810 --> 00:00:05,500
of assumptions about
what people would like.

3
00:00:05,500 --> 00:00:07,390
Now, we're actually able to test

4
00:00:07,390 --> 00:00:09,300
some really crazy ideas

5
00:00:09,300 --> 00:00:11,823
and find out if users
actually like them or not.

6
00:00:18,790 --> 00:00:20,750
- [Narrator] The media
industry is in turmoil,

7
00:00:20,750 --> 00:00:24,020
and brands are struggling to
keep up with audience demands.

8
00:00:24,020 --> 00:00:26,170
So, Fast Company has decided to undergo

9
00:00:26,170 --> 00:00:28,750
its first redesign since 2015,

10
00:00:28,750 --> 00:00:31,563
but, this time with a
completely new approach.

11
00:00:33,410 --> 00:00:35,717
- [Chrissie Lamond] Where we
historically would have said,

12
00:00:35,717 --> 00:00:37,237
"Let's re-envision the home page,

13
00:00:37,237 --> 00:00:39,070
"let's re-envision the whole experience",

14
00:00:39,070 --> 00:00:40,727
we're actually saying, "okay,

15
00:00:40,727 --> 00:00:42,227
"what is the most important

16
00:00:42,227 --> 00:00:44,047
"experience for our users,

17
00:00:44,047 --> 00:00:46,507
"and let's solve to that" as opposed to

18
00:00:46,507 --> 00:00:49,230
"let's reinvent the entire
experience soup to nuts".

19
00:00:49,230 --> 00:00:51,840
- [Bill Riordan] One of the
things that Fast Company is

20
00:00:51,840 --> 00:00:54,380
going back to its roots is a community.

21
00:00:54,380 --> 00:00:55,890
And, it's a community of people

22
00:00:55,890 --> 00:00:58,240
that identify themselves as trailblazers

23
00:00:58,240 --> 00:01:00,430
in design, and innovation, and business.

24
00:01:00,430 --> 00:01:02,870
This is a chance for us to involve

25
00:01:02,870 --> 00:01:05,163
that community in the design process.

26
00:01:06,040 --> 00:01:07,910
- [Lamond] In this process,
we've partnered with SAP

27
00:01:07,910 --> 00:01:09,100
and what that's allowed us to do

28
00:01:09,100 --> 00:01:12,650
is really communicate
directly with our audience

29
00:01:12,650 --> 00:01:15,260
in ways that we've never
been able to do before.

30
00:01:15,260 --> 00:01:17,010
- [Schnaidt] We listened
to what our audience

31
00:01:17,010 --> 00:01:19,450
was looking for in the
Fast Company experience,

32
00:01:19,450 --> 00:01:21,350
and we were able to take it internally

33
00:01:21,350 --> 00:01:23,170
and workshop a couple of ideas,

34
00:01:23,170 --> 00:01:24,780
and, then test it out on our audience

35
00:01:24,780 --> 00:01:26,880
and see what actually resonates with them.

36
00:01:31,803 --> 00:01:33,250
- [Lamond] Through this
process, we've identified

37
00:01:33,250 --> 00:01:35,370
that our users come to us
for a very specific reason

38
00:01:35,370 --> 00:01:37,330
and that is to provide value to them

39
00:01:37,330 --> 00:01:39,570
either in their professional
or personal lives.

40
00:01:39,570 --> 00:01:40,990
What we found was previously,

41
00:01:40,990 --> 00:01:43,260
we did not provide them the right tools

42
00:01:43,260 --> 00:01:45,070
to be able to quickly evaluate

43
00:01:45,070 --> 00:01:46,910
whether or not a piece of content

44
00:01:46,910 --> 00:01:49,300
would resonate with them
or provide that value.

45
00:01:49,300 --> 00:01:50,890
There was no consistent rhyme or reason

46
00:01:50,890 --> 00:01:52,390
to when they were reading content

47
00:01:52,390 --> 00:01:53,840
and how they were consuming it.

48
00:01:53,840 --> 00:01:56,040
Devices were different,
time of day was different,

49
00:01:56,040 --> 00:01:57,870
the amount of time that
they had was different.

50
00:01:57,870 --> 00:01:59,597
Fifty percent would
say, "I come to the site

51
00:01:59,597 --> 00:02:00,970
"when I have five minutes."

52
00:02:00,970 --> 00:02:02,277
Or, the other fifty percent would say,

53
00:02:02,277 --> 00:02:03,860
"I come to the site when I have an hour."

54
00:02:03,860 --> 00:02:06,560
So, with this process,
we are setting about

55
00:02:06,560 --> 00:02:08,530
creating these tools and adding elements

56
00:02:08,530 --> 00:02:10,530
to the experience to make for

57
00:02:10,530 --> 00:02:13,477
a better user experience
and historically we've said,

58
00:02:13,477 --> 00:02:16,510
"who is the user and how do
we solve for their problems?"

59
00:02:16,510 --> 00:02:17,475
In this case, we're saying,

60
00:02:17,475 --> 00:02:19,467
"what is a universal problem

61
00:02:19,467 --> 00:02:21,537
"across all of our varying users,

62
00:02:21,537 --> 00:02:23,087
"and how do we solve for that?"

63
00:02:24,050 --> 00:02:25,440
- [Stephanie Mehta] Anything
that we can do to help

64
00:02:25,440 --> 00:02:27,890
make their experience a little bit easier

65
00:02:27,890 --> 00:02:29,800
and to help them get the tidbit

66
00:02:29,800 --> 00:02:31,050
of information that they need

67
00:02:31,050 --> 00:02:33,580
so that they can go into their
next meeting and sound smart,

68
00:02:33,580 --> 00:02:37,083
it's a great opportunity
for us to try new things.

69
00:02:38,470 --> 00:02:39,900
- [Lamond] Our audience
will tell us whether or not

70
00:02:39,900 --> 00:02:42,160
the solutions we're presenting
are working for them,

71
00:02:42,160 --> 00:02:43,480
and they will tell us quickly,

72
00:02:43,480 --> 00:02:44,680
and we will pivot again.