Thoroughbred Daily News

Lifting a long-time publication into the digital age.

Bringing an industry into the digital age with a subscription-based user experience that offered deep functionality to the readers along with a much richer and varied media space for advertisers, coupled with an customised, intuitive CMS for TDN.

Services

Research

Expert interviews

Ideation & concept validation

Design

Prototyping

User testing

CMS development

Web application development

Alpha trial

Technologies

React JS

Firebase

Product Lifecycle

● Problem

● Solution

● Problem-Solution-Fit

● Product-Market-Fit

◌ Scale

Problem

With a dedicated readership of more traditional subscribers, changing from a pdf publication to rich media would upset the user-base but was essential for TDN to continue as a profitable media agency.

Discovery

Wanting to change what was a daily pdf publication into a sophisticated media platform, TDN needed expertise in researching, designing and building a digital solution. Creating not only a rich mobile experience for the daily readership, a world-first for the horse-breeding industry, a major requirement was also a CMS experience for the client to easily author each edition and serve advertisers through paid media space.

Solution

Wanting to change what was a daily pdf publication into a sophisticated media platform, TDN needed expertise in researching, designing and building a digital solution.


Creating not only a rich mobile experience for the daily readership, a world-first for the horse-breeding industry, a major requirement was also a CMS experience for the client to easily author each edition and serve advertisers through paid media space.

Problem-Solution-Fit

Opening up the product to a select group of readers would allow TDN to ascertain the demand for their product, while getting real feedback. The alpha launch was so successful that the site went viral within the community within days, and the feedback was very positive.

Product-Market-Fit

Seeing the success and unequivocally positive reaction to the change with the Australian market TDN launched the new platform into beta.


Using continuous delivery we designed and built additional features in response to user needs, while the underlining business model is providing to be viable.


The platform has become the publication of choice within the horse racing community, with the demand from readers and advertisers seeing a need to increase the core capabilities of the underlying technology.

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