Company:
CMD Agency
Year:
2022
Duration:
3 Months
Overview
Infoplaza provides accurate weather data to a wide range of services, including NOS, Volkskrant, NU.nl, AD, Parool, and many other companies. Their data includes real-time weather updates, traffic information, and public transport news. In addition to their B2B services, Infoplaza also offers consumer-facing products such as Buienalarm, Weeronline, MoopMoop, and Weerplaza.
My role covered the full UX process — from problem discovery through stakeholder interviews and analytics review, to gathering insights via user research and competitive analysis. Based on these findings, we developed three initial concepts, from which the client selected the weekly questionnaire approach.
From there, we designed the first iteration and tested low-fidelity prototypes with the target audience. Insights from usability testing informed improvements to both the questionnaire content and visual language. Using heatmaps and in-depth user interviews, we refined the experience and ultimately delivered a high-fidelity prototype, ready for implementation by the client’s internal development team.
Problem
Infoplaza’s business model primarily relied on two revenue streams: selling data to third parties and running ads within its popular consumer apps.
In 2021, Google announced the phase-out of third-party cookies — part of a larger industry shift toward stricter privacy regulations, following similar actions by companies like Facebook. As data becomes the new currency for digital experiences, this change challenged Infoplaza’s ability to deliver personalized content and sustain ad-based revenue.
How can Infoplaza adapt its business model to maintain value and personalization in a privacy-first digital landscape?
Solution
To address this challenge, our team designed a high-fidelity prototype featuring an on-site questionnaire that appears during user visits. This questionnaire collects first-party data through contextual questions like “What would you do with this weather?”, enabling Infoplaza to deliver more personalized ad experiences without relying on third-party cookies. To encourage participation, we incorporated gamification elements — users can earn badges by completing questionnaires, helping to drive engagement and build a stronger connection with the platform.
