TRAILS (Round 6)
Summary
Trails are structured associations of content in vertical themes, that allow readers, individuals or groups to accumulate knowledge on a given topic. Presented in a playful and interactive format, readers will be able to experience the best facets of print journalism in the digital world.
The solution
Online media reading is associated with lean-forward behaviours, entertainment across multiple formats and information bubbles. Print media is more associated with serenity, lean-back behaviours, hierarchies of content, and knowledge acquisition. TRAILS finds a way to provide the benefits of the print world in an online environment.