Your running companion - on your wrist.
We started research with 10 interviews over 3 days...
As a screener, we looked for readers who stated they want to read, but took subject who had a range of from 1-4 books a month (Aspirational readers) to 12 books a month (Avid readers) to start with. We dug deeper into their reading habits around physical books, digital books, reading groups, and solo reading. We de-prioritized non-readers at this point, understanding that it was plenty to address already to help and motivate people who already wanted to read.
How do we make book clubs more accessible? How do we make clubs feel worthwhile and relevant?
Book clubs need to be upfront with social goals and more accessible.
"[Barriers when trying to join] we’re already halfway through or we’ve chosen a book and we’re moving on."
"They can be interesting with the right people or the right book."
"Sometimes it feels like they want us all to be flat, and there isn’t room to be idiosyncratic."
"I would love to scan and see those questions. [Book club questions at the back of the book]."
How do we leverage community help people choose a book to read?
Choosing a book needs to feel personal and from trusted sources.
"My father and I have similar tastes in books, I tend to–when he discovers a book–always read that book."
"If there’s something that we think would impact somebody else’s life we’ll recommend it. The books bring us together."
"I go to certain friends [for certain genres]."
How do we help everyone start conversations with confidence?
Even though readers are in book clubs, there is still anxiety to discuss.
"I thought about starting one before but I didn’t think I’d have enough people to join."
"The person who picks the book, hosts the meeting and planning the logistics of it. We’re not really the most organized…"
How do we give readers opportunities to read and process with others?
Most people read first to absorb, then to clarify.
"I am a reader that reads the piece of writing twice. The first time I read it understand from the author’s perspective, the second time I read to understand what it means to me."
"Form a picture of whats going on in the book, and then the second time I look for meaning."
How do we help readers get deeper meaning?
Readers want credible author insights to get a holistic point of view around the stories they’re reading.
"[About authors] I feel like I would like to connect with them and understand their circumstance that made them write the book."
"I use to just read and just enjoy everything, but now I am paying attention to how the author user’s tone to manipulate the reader."
Every book is an invitation.
How do we make book clubs more accessible?
Discover community and discussion around Oprah's picks.
How do we make clubs feel worthwhile and relevant? How do we leverage community help people choose a book to read?
Capture thoughts and moments together.
How do we help everyone start conversations with confidence?
Gain perspective at relevant checkpoints.
How do we give readers opportunities to read and process with the help of others?
Go beyond the book.
How do we help readers get deeper meaning?
The end of reading is the beginning of reflecting.
How do we give readers opportunities to read and process with the help of others?
After uncovering insights and ideating features we were able to scope a development phase, but we could not proceed due to a lack of consensus with partnerships and budget.
While we designed a unique experience, we could still integrate more with Apple's reading services and better understand how that impacts Apple's and Oprah's bottom line.