Empowering India To Post Hassle Free Newspaper Ads Online
Client
Dainik Bhaskar
Platform
Web & Mobile (Responsive)
Services
Web Design, User Interface Design, Interaction Design
Overview
Dainik Bhaskar is one of the largest media house in India with the highest number of copies in circulation. Present in 12 states with 65 editions. It is a media house with cross-language user base and focuses on having regional content in the native language. Advertisement being the largest source of revenue for Dainik Bhaskar's print business, they wanted to make the platform available to masses for advertising and use the data gathered through this portal to drive business efficiency.
Brief
Dainik Bhaskar wanted to build an intelligent portal for an overall market of end-users to book ads directly. This portal would help Dainik Bhaskar's team to increase the reach of the advertisement drastically compared to their current agent-based model. The portal would use future-ready technology, and a scalable stack and will also provide intelligent insights using ML/AI tools.
Dainik Bhaskar wanted Wolffkraft™ to design a product that would allow users to book any ad (text, image, custom design) in any edition of their choice and in any city in the country. The product has to be
Responsive (Web, Tablet & Mobile).
Used by a wide range of audience, ranging from a teenager to a senior citizen.
Used in various native languages of India.
Used by both tech-savvy and non-tech-savvy users.
Quick and straightforward to use.
Major Challenges
The intended product was to be designed for a massive native user base in India. This user base has an extreme range of personas from an impatient tech-savvy teenager to a not so tech-savvy senior citizen with limited ability to focus and memorize lengthy user flows to complete tasks online.
The product was to be designed for a population speaking diverse languages, in different states and cities of India.
Dainik Bhaskar has a tremendous reach and too many categories to post ads. The users can post various kinds of text ads, image ads, and custom designs ads in more than 30 categories and hundreds of sub-categories. This size of information with actions had to be simplified for an average 5-inch smartphone landscape.
The technology, design, and business teams were located in three different locations. The nature of the project was iterative, exploratory, and also dependent on the technology team. It was challenging to bring every team on the same page, execute smooth project management and be in sync with other group’s progress.
