News Corp Australia Proposition Design
Establishing an experimental capability.
Problem
Problem
Problem
Digital media businesses are under pressure to commercialise their audience amid declining ad revenue, content saturation leading to consumer choice overload, economic pressures affecting discretionary spending and overall subscription fatigue. Failed subscription models can harm reputation and finances, with 90% of online businesses failing within months, causing significant losses.
Large media firms face a paradox: the need for fast adaptation and innovation carries inherent risks, yet not evolving in response to consumer demands is equally risky.
Digital media businesses are under pressure to commercialise their audience amid declining ad revenue, content saturation leading to consumer choice overload, economic pressures affecting discretionary spending and overall subscription fatigue. Failed subscription models can harm reputation and finances, with 90% of online businesses failing within months, causing significant losses.
Large media firms face a paradox: the need for fast adaptation and innovation carries inherent risks, yet not evolving in response to consumer demands is equally risky.
Digital media businesses are under pressure to commercialise their audience amid declining ad revenue, content saturation leading to consumer choice overload, economic pressures affecting discretionary spending and overall subscription fatigue. Failed subscription models can harm reputation and finances, with 90% of online businesses failing within months, causing significant losses.
Large media firms face a paradox: the need for fast adaptation and innovation carries inherent risks, yet not evolving in response to consumer demands is equally risky.
[Before] An initial mock-up of the proposition template. [After] The current Delicious website.
Building a culture of experimentation in a high-stakes, risk-averse environment.
Reframe
Reframe
The real risk for digital media businesses isn’t just failing to innovate—it’s investing in the wrong innovations without clear consumer validation. The traditional approach of launching new propositions based on assumptions or broad market trends is no longer viable in a landscape defined by subscription fatigue, content overload and economic uncertainty.
Instead of seeing experimentation as a high-stakes gamble, we reframed it as a controlled, data-driven process—one that allows for rapid testing, iteration, and refinement before full-scale investment. By embedding real consumer behaviour and return on investment (ROI) modelling into the experimentation process, we shifted from reactive decision-making to strategic, insight-led innovation, reducing financial risk while unlocking new revenue opportunities with confidence.
The real risk for digital media businesses isn’t just failing to innovate—it’s investing in the wrong innovations without clear consumer validation. The traditional approach of launching new propositions based on assumptions or broad market trends is no longer viable in a landscape defined by subscription fatigue, content overload and economic uncertainty.
Instead of seeing experimentation as a high-stakes gamble, we reframed it as a controlled, data-driven process—one that allows for rapid testing, iteration, and refinement before full-scale investment. By embedding real consumer behaviour and return on investment (ROI) modelling into the experimentation process, we shifted from reactive decision-making to strategic, insight-led innovation, reducing financial risk while unlocking new revenue opportunities with confidence.
The real risk for digital media businesses isn’t just failing to innovate—it’s investing in the wrong innovations without clear consumer validation. The traditional approach of launching new propositions based on assumptions or broad market trends is no longer viable in a landscape defined by subscription fatigue, content overload and economic uncertainty.
Instead of seeing experimentation as a high-stakes gamble, we reframed it as a controlled, data-driven process—one that allows for rapid testing, iteration, and refinement before full-scale investment. By embedding real consumer behaviour and return on investment (ROI) modelling into the experimentation process, we shifted from reactive decision-making to strategic, insight-led innovation, reducing financial risk while unlocking new revenue opportunities with confidence.
A collage including our working Miro Board, capturing an in-depth market audit, hunch workshop and experiment planning.
Solution
Solution
We established a digital experimentation capability, enabling ROI assessment and payment propensity analysis for new propositions through direct consumer feedback.
This independent digital infrastructure offered unprecedented speed and agility, distinct from core business systems. It allowed News Corp Australia to evaluate proposition desirability and viability with high confidence, saving hundreds of thousands of dollars by preventing investments in unsound markets and propositions.
We established a digital experimentation capability, enabling ROI assessment and payment propensity analysis for new propositions through direct consumer feedback.
This independent digital infrastructure offered unprecedented speed and agility, distinct from core business systems. It allowed News Corp Australia to evaluate proposition desirability and viability with high confidence, saving hundreds of thousands of dollars by preventing investments in unsound markets and propositions.
We established a digital experimentation capability, enabling ROI assessment and payment propensity analysis for new propositions through direct consumer feedback.
This independent digital infrastructure offered unprecedented speed and agility, distinct from core business systems. It allowed News Corp Australia to evaluate proposition desirability and viability with high confidence, saving hundreds of thousands of dollars by preventing investments in unsound markets and propositions.
Impact
Impact
We significantly reduced experimentation risks, saving hundreds of thousands of dollars through process efficiencies and smarter investment choices. This capability bolstered decision-making and cross-unit collaboration involving various stakeholders within the organisation.
Crucially, it enabled quicker, more confident validation of market and audience opportunities beyond the core business, ensuring that exploratory growth initiatives are grounded in solid, empirical consumer data and insights.
We significantly reduced experimentation risks, saving hundreds of thousands of dollars through process efficiencies and smarter investment choices. This capability bolstered decision-making and cross-unit collaboration involving various stakeholders within the organisation.
Crucially, it enabled quicker, more confident validation of market and audience opportunities beyond the core business, ensuring that exploratory growth initiatives are grounded in solid, empirical consumer data and insights.
We significantly reduced experimentation risks, saving hundreds of thousands of dollars through process efficiencies and smarter investment choices. This capability bolstered decision-making and cross-unit collaboration involving various stakeholders within the organisation.
Crucially, it enabled quicker, more confident validation of market and audience opportunities beyond the core business, ensuring that exploratory growth initiatives are grounded in solid, empirical consumer data and insights.
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