Emerald Publishing published their first journal article in 1665 and over the past 350 nothing much has changed. Their business model has not altered either. Experts write articles based on emerging research, these are reviews by their peers then published in a journal or book and then read by academics and students;generating more research and knowlwdge. The state of academic publishing is also changing, heading towards an open access business model.
What does the next generation of users want from an academic publisher like Emerald Group Publishing?
The challenge was to help emerald create a strategy by using design to innovate their current position in publishing and make sure emerald can survive the open access system in the future. We used user research and desk research to get a better understand then challenges and pain points for both academic readers and publishers. We then used several business strategy tools to create an future proof solution using design to add value to Emerald Publishing.
The output was a presentation to 50+ Emerald staff at their headquarters in Bradford as well as a strategy report with prototype tests.