Title	THE TIMES & SUNDAY TIMES APP FOR IOS
Brand	THE TIMES & SUNDAY TIMES
Product/Service	THE TIMES & SUNDAY TIMES APP FOR IOS
Category	B02. Mobile Apps
Entrant	SAPIENTNITRO London, UNITED KINGDOM
Idea Creation	SAPIENTNITRO London, UNITED KINGDOM

Name	Company	Position
Daniel Harvey	SapientNitro	Creative Director, Experience Design
Marcella Maltese	SapientNitro	Senior Experience Designer
Si Hill	SapientNitro	Manager, Visual Design
Paul Dootson	SapientNitro	Client Services Director
Stephen Long	SapientNitro	Manager Interactive Program Management
Greg McPartlin	SapientNitro	Senior Manager Program Management
Alan Hunter	The Times & Sunday Times	Head of Digital
Dan Griffiths	The Times & Sunday Times	Head of Product
Kyle Wheeler	The Times & Sunday Times	Design Lead
Florian Schratt	The Times & Sunday Times	Product Owner
Frank Praverman	The Times & Sunday Times	Project Manager

The Campaign

The Edition - The unique value that the Edition represents is at the heart of the Times Newspapers Ltd experience. Home screen of the edition allows a reader can quickly skim this page to get the Times take on what’s important today — in the morning, at midday, and in the evening. This gives the reader plenty of content before diving deeper into the sections. My Saved Articles -Centralised location for articles saved for later and collections. Adding content to personal collections lets readers store content from the Times. For readers, TNL is often a key part of their learning process as is returning to important articles Sharing – peeking past the paywall Article sharing is an important part of acquisition, building on the social currency of sharing the addition of access to the TNL experience makes for a better ‘gift’ and a form of trial for future members.

Creative Execution

Readers wanted The Times & Sunday Times to make sense of the torrent of “breaking news” that bombards us all. That meant giving them insightful and reliable reporting, up-to-date analysis and provocative comment on their own terms. The new design updates your daily digital edition at fixed times - at 9am, noon and 5pm on weekdays, and at noon and 6pm at weekends. We made saving and sharing articles even easier. You can save articles in your “my articles” section of the app to read offline whenever and wherever you like. And even though the Times & Sunday Times leverages a paywall we’ve made it possible to share your favourite articles with friends and family. And for the first time ever The Times & Sunday Times and all their great magazines and supplements are together in one place.

The risk in launching this to the business was that customer engagement would drop once the new products were introduced, and the marketing team ensured that engagement was not only maintained but increased. Marketing and key stakeholders worked closely with senior leadership to develop the campaign positioning and wholly defined the communications strategy to ensure message comprehension and minimise impact to the front and bottom lines. TT/ST customers are highly resistant to change, which presented a formidable churn risk. But marketing ensured that the most highly engaged customers got first visibility of the new products, and would be notified first then they actually launched, whilst lower engaged customers would have numerous resources at their disposal to learn about the new products, including a bespoke video and in-product onboarding that called out any new features in a benefit oriented way.   Please see confidential info section for detailed results.

STRATEGIC DESIGN PRINCIPLES Alive, not Live Up-to-date news doesn’t mean an up-to-the-second barrage. Provide an experience that builds on The Time’s reputation for timely, thoughtful and considered journalism. Times, On My Terms Give readers the tools to shape their own content experience, and build their own consumption patterns. However don’t handover editorial responsibility for presenting what’s important: that’s our job. Invite Deeper Diving Readers want to both skim the surface and feel immersed in the content. Make the journey from cursory glance to deep understanding a fluid one. It’s a Premium Experience Design for delight. Ensure that the look and feel of the digital experience has a cohesion, subtlety and nuance that befits the impeccable level of journalism the Times provides. People want to feel they’re getting maximum value for the premium they pay.