Situation
AddThis’ small publishers were experiencing some cognitive dissonance, they felt like they knew their audiences in depth but were constantly surprised by what content would resonate with them. What they needed was a larger picture of the content their audience was consuming on the web, to get a better idea of how their content was contextualized.
Task
How might we create a tool where publishers of any size could get insights regarding the content their audience is consuming outside their line of sight. How could we combine the power of AddThis’ data from 16 millions sites to provide that fuller picture.
Action
Starting from scratch in a dedicated two-week hackathon, I worked as the core content member (content direction and ux writing) alongside Sr. Data Scientists and UI Designers to ideate, test, and ultimately deploy the experience.
Result
The Content Insights Dashboard tested well, and was found to bring value to the publishers that used them. It was adopted by another team within Oracle Cloud and has gone to market under another name.
Below: Prototype AddThis Insights Dashboard alongside one level deeper into a topic vertical.
