GUIA FOLHA

Thinking the future of Guia Folha, a cultural city guide of São Paulo.

Challenge

Guia Folha is the most complete cultural city guide of São Paulo. In a context of hyperspeed and full-connected society, customers demand new ways of interaction with newspaper and magazines. The tradicional publishing market has a shift on how to engage with consumers and expand digital channels. This project focused on rethinking the future of Guia Folha through a new strategy and positioning, defining future directions to develop and improve its digital products.

Design Research

During the discovery phase we run a qualitative research to empatise with customers and stakeholders understanding their needs and values. The research gave us a clear perspective of the different environments for journalists, publishers, curators and customers. We also did a quantitative research to get customers opinion and do an internal assessment on Guia Folha's products.

Ideation

Through a co-creation workshop with all internal stakeholders we defined a new value proposition for Guia Folha and generated ideas to build a new digital product. 's strategy to the future and the new value proposition. The end up was a roadmap to be followed the next years developing digital products.

RESULTS

A co-creation workshop with all internal areas involved was able to define Guia Folha's strategy to the future and the new value proposition. The end up was a roadmap to be followed the next years developing digital products.

Project developed at Folha de S.Paulo | 2015