Reimagining the c2c marketplace of the future
Media & Entertainment
Services
Insights & Concepts
Innovation strategy
Applied Methods

→ Qualitative user interviews
→ Observations
→ Unpacking frameworks
→ Archetype 
→ User journeys
→ Creative brainstorming
→ Rapid prototyping
→ Roadmapping

Digital tools
Duration

1 month

client
challenge
Switzerland's largest media group wanted to develop a new strategy & vision for its generalist classified and marketplace division as well as understanding how its portfolio of marketplaces could be developed within a 3-4 year timeframe.
Process
Qualitative research
Analysis
Ideation
Roadmapping

Qualitative research

During the research phase, we provided support in validating the client’s internal research findings. We did this through a combination of qualitative field work activities including interviews and observations to further understand, cluster and prioritise the user needs for both buyers and sellers.

Analysis

After carrying out the research we then analysed the findings, transitioning from research to analysis. During this stage the researchers shared what they heard and observed and also identified patterns between findings. Eventually we validated and refined the set of hypotheses that we originally started with.

Ideation

We then brought together a diverse internal team representing Tamedia’s portfolio of marketplaces to ideate on possible conceptual solutions to address the identified user needs. Alongside this we employed different techniques and enabled the internal team to iteratively generate a variety of unconventional, relevant concepts.

Roadmapping

Finally, we grouped and selected high-potential ideas and helped the project team to build a suitable action plan. The final roadmap highlighted how to proceed with the new solutions in respect to Tamedia’s existing brands.

106

User interviews

21

Idea napkins

1

Defined roadmap

outcome

We developed strategy archetypes and pros/cons based on Tamedia’s target market and brand. Not only did this enable the client to keep an eye on frictionless marketplaces of the future but also empowered the media group to strongly differentiate its platforms and develop an aggregator to act as a lead generator and a way to develop further solutions to support its vision.

Project Lead
Linda Armbruster
Managing Partner
Linda holds an M.A. in Strategic Design from the design akademie berlin. As a trained Design Thinker from the Potsdam and Stanford d.school, co-founder of Spark Works and lecturer at the ETHZ, she builds and leads research and training programs in the private and public sector, blending methods grounded in Human-Centred Design to inform and inspire insight-driven innovation.
Partners
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