24 July 2014

Envisioning a future ready publishing service proposition for Nature.com

Prospect has been working with Nature Publishing Group’s globally highly respected Nature magazine to design, prototype and test new service propositions that aim to transform a traditional print publication into a future thinking digital publishing model.

Nature.com (part of the Macmillan Publishing Group) is currently embarking on a process of change that responds to evolving scientist needs and publishing business models. To support an industry wide digital first evolution, Nature is venturing on a journey to define new service propositions and frameworks of engagement between the wider scientific community and Nature Publishing Group.


The Prospect team and Nature.com went through a highly collaborative and people centered design process to ideate and validate the idea. User interviews with key global scientist audiences informed the most prevalent unmet needs and desires, behaviours, expectations and further innovation ideas. In ideation workshops with Nature’s editors and selected audiences, core user journeys and information architecture were collaboratively mapped out, ensuring stakeholder engagement and knowledge share. A fully designed interactive prototype was tested virtually with global audiences, validating the core idea, user experience and business goals. The insight were presented to the board to raise finances and to kick start the technical prototyping.

Further market research workshops helped position the new service within the scientist’s customer journeys and prioritised the Minimal Viable Product to launch with.

Prospect helped to transform a great idea into a realistic and validated service within the shortest possible time and budget, enabling Nature.com to accelerate their own pace of innovation.