The core target group of Elektronikpraxis, electrical engineers, searches the Internet for solutions to technical problems, comprehensive information on new technologies, products or suppliers as well as the latest news. A psychological requirements analysis in the run-up to the relaunch showed that the majority of users are in principle very satisfied with the content of the website; however, many struggle with the problems of information overload: too little time to process information, as well as having the crucial information available at the right time. Martina Hafner, Online Product Manager for elektronikpraxis.de explains: "We see our primary goal of the relaunch project as enabling users to quickly obtain relevant information and to make it available via our network in a context-related and timely manner."
Consistently oriented towards reader interest
With the support of Apliki, psychological IT consultancy, Berlin, online-supported psychological requirements analyses were carried out in 2011. The aim was to better understand the needs and motivations of users and to understand their application contexts when using elektronikpraxis.de. Many findings and reader suggestions were consistently implemented in the structure of the new website. The structure of the website follows the user's needs, motivations and terminology. Web technologies such as anonymized user or search term profiles and intelligent software for meaning-based computing also provide users with content that is as close to their needs as possible.
Consistently agile right through to the editorial team
A prerequisite for the user-centered further development of the website is the ability to respond to user needs in short, iterative development cycles. With this in mind, the Vogel Future Group department responsible for the further development of the websites was converted to agile development processes.
The third component of the new concept is modular website technology. Martina Hafner: "With the new modular website technology, the idea of an agile approach is now also easy to implement in the editorial offices. With just a few clicks, editors can display current events flexibly and quickly on the online offering." ELEKTRONIKPRAXIS Online relies on a combination of human and algorithmic intelligence. In addition to their journalistic "nose", the editors use suggestions from reader comments as well as results from search term analyses and website controlling to select topics.
Advertisers benefit from user centricity
With the relaunch, the added value for advertising customers was optimized at the same time. Martina Hafner: "Our requirements analysis has shown that our readers accept the display of advertising in return for free use of the service. They find it particularly positive if it is thematically as close as possible to the content of the online offering or their areas of interest."
Elektronikpraxis is one of the leading trade magazines in the electronics industry and reports fortnightly on current events as well as new products, technologies and development processes. Specialists and managers receive useful content via the cross-media channels of the trade magazine, its special issues and reports, events and the online portal www.elektronikpraxis.de, which provide concrete solutions for everyday tasks. The parent company Vogel Business Media is one of Germany's leading providers of specialist information with around 100 trade magazines and 60 web portals, over 100 business events and numerous international activities. Its headquarters are in Würzburg. The company celebrated its 120th birthday in 2011.
