Omni

Brand strategy and user experience of new news app

Insights, Management Consulting

The Challenge

The constant flow of digital news is seemingly endless and there is one consumer group in particular that loves this. One fundamental driver for the so called “news junkies” is to get fuel and energy into their own opinions and thoughts. In fact, this is almost what defines them. However, in this era, when time is a scarce resource, these consumers want to get this full picture in only one place instead of “jumping” between different apps and sites.

Our Solution

The founders of Omni recognized this consumer frustration. Together, we identified the target group’s drivers in a broader context as well as their ideal way of experiencing news, and built a strategy based on these profound insights. Omni now provides an exciting experience where news and perspectives from different hand-picked sources are placed alongside and pitted against each other. For each story there is a short summarized overview that you can read when you have less time or interest to dive deep. If you want to, you can personalize the way the news mix is presented (e.g. more economics, less sport), according to your preferences. And all of this is of course packaged in a sleek and intuitively designed interface.

The Result

Since its launch in 2013, Omni went from being a start-up to becoming one of the top news services in Sweden with more than 1 million unique weekly users during the first year. Nominated for – and winning – several international awards (e.g. winner of Best Mobile Service at Digital Media Awards Europe 2014), Omni is a success story showing how you can revolutionize the digital news landscape by truly understanding your end-consumer.