A Case Study from The Guardian's Product Design Team - Tricky Bassett
summary
The case study explains how The Guardian prioritizes product diversification to reduce reliance on news-driven revenue spikes and cites 128 million unique visitors every month and a one-day peak of 48 million page views as drivers for new products. Teams rebuild UX research into ethnographic diary studies, run 48‑hour idea acceleration events, prototype fast with human‑powered AI chatbots, and test concepts quickly — one experiment shows personalized store content outperforming corporate marketing by around 70% uplift, proving research‑led experiments beat shelving solutions.
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chapters (12)
- 0:00Introduction and welcome
- 1:04Why innovate at all
- 5:59Guardian’s innovation goals
- 8:48How to innovate with teams
- 12:18Embrace confusion and clarity
- 13:00Solve real customer problems
- 15:46Generating ideas and testing them
- 18:14Use experiments to learn fast
- 21:07How not to innovate
- 23:57Six principles for innovation
- 24:41Take responsibility for your work
- 26:29Q&A and closing
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