AP Self Referring Network

Role:  Manager, Information Architect
Team: Product Strategist, IA, Creative
Agency: Sapient
Client: Associated Press
Year: Sep 2009

TASK: 

Supporting AP in developing the future Business to Consumer ‘AP Self Referring Network’. Sapient was tasked with assisting the AP News Guide team in shaping a communications deck that would surface the Self Referring Network experience both in the near-term as well as the future. The experience outlined in the communications deck would demonstrate through the use of personas and user scenarios as to how a consumer will engage and interact with AP Cross Channel Network.

METHOD:

Participate in creative brainstorms both with AP and Sapient Creative team driving concept and overarching consumer experience
Lead conceptual development of the user experience
Develop a high level navigation and linkage / relationship system
Develop two wireframes (two user interfaces pages) to assist visual compositions – added towards the final communication deck
Participate in creative review / sign-off meetings with core AP team

Creative Brainstorm

Personas

Worked alongside Sapient’s strategy determining the different personas we needed to develop.
Selected three different personas that influence the ecosystem in different ways.

Persona 1 – Influencer
Persona 2 – Local News
Persona 3 – Reads news incidentally

Worked alongside Sapient strategy and product

Worked alongside McCann’s social media team identifying Pillsbury’s personas and mindsets. Each mindset has multiple messaging opportunities for different occasions.

Components of the SRN

Building the framework

DEFAULT STATE

AP TODAY

VISION

PERSONA 1

VISION

PERSONA 1

PERSONA 2

PERSONA 3

AP Scenario

Worked alongside McCann’s social media team identifying Pillsbury’s personas and mindsets. Each mindset has multiple messaging opportunities for different occasions.