‍

‍

I wish to express my sincere gratitude to Mr. Michel Sajn and Mr. Olivier Dalban for their warm welcome, availability, and unwavering support throughout the project. The enriching exchanges I had with them have deepened my understanding of the human commitment and cultural essence conveyed by La Strada journal.

Additionally, I would like to extend my heartfelt thanks to Mrs. Catherine Bellino and Mrs. Sophie Raimond for their trust in me and their constant encouragement. Their wise and constructive advice greatly contributed to the successful completion of this project.

‍

‍

Why digital?

The Road starts from here

The digital transformation of La Strada is primarily a human adventure because behind this free cultural newspaper, there are people, stories, emotions, and memories that accompany us throughout our cultural lives.

As Mr. Sajn explains, "Why digital? Because I'm forced to, people, especially the younger generation, no longer read paper newspapers." During our initial discussion with Mr. Sajn, he emphasized the significance of culture and social connection. According to him, these two attributes are found in the street and the bistro. These are also the values that La Strada has always championed, especially during its digital transition.

From all of this, we've asked ourselves the following questions:

• In the digital age, how could we keep La Strada's memories (past, present, and future) alive permanently to discover new connections with people?

• How could we enrich La Strada's values with our own memories of every cultural moment we've experienced?

• How could we build a community where there are "streets" and "bistros" so we can share stories?

• How could we become a part of La Strada, a part of our culture?

‍

‍

Research

Starting from creating authentic connections with people

Over 4 months, I immersed myself in the world of La Strada, the journal, generating several ideas on how La Strada's influence in culture and human interaction could be preserved and amplified in the current digital era.

I dedicated more than 3 months to comprehensively understanding La Strada, its inception, operations, and historical context. I engaged with every member of its team, from directors and editors to delivery personnel.

Moreover, I conducted 12 in-person interviews with La Strada's readers to gain deeper insights into their experiences with the journal and comprehend its cultural and human significance to them. This proved to be an unforgettable experience, allowing me to empathize with readers, artists, and other cultural promoters in the French Riviera. I gleaned invaluable insights and developed a comprehensive understanding of their connections with the journal, as well as their expectations regarding its digital evolution.

‍

‍

Outcome

Designing for culture and human experience

Following this, I conducted an analysis and mapped potential user journeys through which La Strada could engage. I then organized 3 ideation workshops with stakeholders and subsequently formulated a digital strategy centred around 6 key principles: memory, community, sharing, authenticity, synergy, and participation. These principles encapsulate the ethos of La Strada as a free paper journal and reflect the sentiments of its readers.

My design vision emerged from these principles, aiming to create a distinctive experience that fosters genuine and meaningful human connections. Through ongoing discussions with Mr. Sajn, the journal's director, and Mr. Dalban, the digital architect, I framed a strategy titled "Carnet de Gelsomina" (Gelsomina being the protagonist of the Italian film "La Strada", from which the journal derives its name). This strategy offers readers a hybrid interaction between the physical journal and a digital interface, encouraging them to explore and participate in real cultural activities featured in the journal. Subsequently, they can immortalise their experiences in the "Carnet de Gelsomina" and share them with their loved ones, akin to sending postcards as in the old days.

→To access the document (only available in French at the moment)

‍

‍

What I learnt

For me, one of the most significant outcomes of this strategy project, beyond all the research and design work I conducted, was the ability to empathize with everyone involved in the mission to transition this meaningful journal into the digital realm.

Although the project has concluded and La Strada continues its journey through this transformation, I maintain contact with the team and some of the readers I interviewed. They are genuine artists, dedicated to fostering experiences of love and culture. A delightful anecdote: a kind-hearted lady continues to send me handmade postcards. They are truly beautiful and imbued with cultural significance.

Despite no longer residing in the French Riviera, receiving the paper journal isn't as convenient as before. Nevertheless, I still read them online and collect the covers, which remind me of our shared experiences. I hold this project in high regard because it taught me the essence of being a human experience designer and reinforced the values I should uphold in any project, regardless of the context, particularly in fostering human connections.

‍

‍

‍

‍

‍

‍

‍