Podcast Title: Mindful Creative with Radim Malinic
Episode: Creating Digital Environments for Deep Storytelling - Nicola Ryan (Condé Nast) 🇬🇧
Release Date: May 26, 2025

Introduction to Nicola Ryan

In this insightful episode of Mindful Creative, host Radim Malinic welcomes Nicola Ryan, the Vice President of Global Product Design at Condé Nast. Nicola oversees the design strategy and execution across a vast portfolio of 22 iconic brands, including Vogue, The New Yorker, Wired, and more, spanning 11 different markets worldwide. Her extensive experience in the media and publishing industry provides a unique perspective on the evolving landscape of storytelling in the digital age.

Balancing Snackable Content with Deep Storytelling

Tackling Attention Fragmentation
Nicola Ryan addresses the growing challenge of capturing audience attention in an era dominated by bite-sized content from platforms like Snapchat and TikTok. She observes, "Very few people get to the very end of our story pages. It's definitely not the majority of people that will watch a video to the end or scroll right to the end of a long article" (05:15). This fragmentation poses a significant challenge for brands striving to engage readers with substantial, in-depth stories.

The Need for Depth
Despite the prevalence of short-form content, Nicola emphasizes a persistent yearning for deeper narratives. "There is a bit more of a swing back to really wanting that deeper storytelling, that immersion of being able to really focus on one story for a much longer period of time" (07:25). She points out that audiences still crave comprehensive essays and long-form journalism, as evidenced by the readership of The New Yorker.

Technology's Impact on Storytelling

Reactive vs. Proactive Design
Nicola discusses how technological advancements have influenced content creation. While digital platforms facilitate quick, snackable updates, they can overshadow longer narratives. She notes, "Technology has driven this... you want to get lost in a story, it's nice to have a little taster, but we've created this noise machine that doesn't allow too much focus" (08:31). This tension necessitates a balanced approach to content design, ensuring that quality storytelling remains accessible amidst rapid information flow.

Enhancing User Experience through Design
To combat the noise, Nicola emphasizes the importance of designing digital environments that minimize distractions. "We've been doing a lot of work really stripping back and cleaning out a lot of that clutter on the page so people can really focus on the reasons that they came to your site in the first place, to the story" (12:15). By creating cleaner interfaces, Condé Nast aims to provide readers with a more immersive and uninterrupted storytelling experience.

Building and Maintaining Legacy Brands vs. Creating New Ones

Tinkering with Established Brands
Nicola explains that her role primarily involves refining and adapting existing legacy brands rather than launching new ones. "When you look at a lot of different media brands over previous years, they more often change shape depending on who's the editor... we've tweaked what a brand strategy is" (17:17). Maintaining brand equity while evolving to meet modern demands is a delicate balance that requires strategic adjustments.

Challenges of Brand Evolution
Introducing new brands in a saturated market is complex. Nicola highlights the importance of leveraging established trust and recognition to ensure successful brand evolution. "It's such a gift to have a legacy brand, a brand that people recognize and have some affiliation with" (17:17). This approach contrasts with the uncertainty of launching entirely new brands, which may struggle to gain immediate traction.

Measuring the Success of Stories

Defining Success Beyond Metrics
Nicola delves into the multifaceted nature of defining story success. She asserts, "What you're asking is like how do you measure the success of a story?... Is the story going to inspire action or influence conversations?" (19:26). Success is not solely measured by page views or completion rates but also by the ripple effect a story has on its audience and broader societal conversations.

Engagement and Monetization
While engagement metrics like time spent on page and repeat visits are crucial, Nicola also emphasizes the importance of monetization. "They're looking for someone who's gonna pluck this one big fish out of the river. This is the thing. If you read one thing today, that's what it is" (19:26). Balancing quality storytelling with business objectives ensures both reader satisfaction and financial sustainability.

Nicola Ryan’s Personal Journey in Design and Storytelling

From Languages to Information Design
Nicola shares her unconventional path into design, initially considering studying German and Spanish before pivoting to information design. "I almost didn't study. Didn't go into design... I studied information design because I enjoyed breaking down information and making sense of it" (23:01). This foundational interest in structuring information laid the groundwork for her future in digital storytelling.

Experiences at Pentagram and Karmarama
Her early career included an internship at Pentagram in Berlin, where she honed her graphic and communication design skills. Later, at Karmarama, she delved into UX design, though she found the division between UX and UI designers restrictive. "Designers should think across the whole thing and not just your sort of piece in the factory" (23:01).

Transition to Media and Publishing
Nicola's move to The Times of London marked her deep dive into media design. Working on digital projects and app development, she embraced the dynamic nature of newsroom environments. "I worked on some of their new app at the time and we did some created stories for their daily app content that they created" (23:01). Her subsequent role at The Telegraph involved redesigning every touchpoint of the publication, a challenging yet creatively fulfilling endeavor.

Balancing Highs and Lows in Creative Careers

The Demands of High-Pressure Environments
Nicola reflects on the intense workload and high expectations in her roles, especially during redesign projects. "Work-life balance was tough... It's a really exhilarating period of my career... the pace is fast, the expectations are very high" (29:39). Managing such demands while maintaining personal well-being is a recurring theme in her career.

Learning from Challenges
She candidly discusses the stress and mistakes encountered during major projects, emphasizing the learning curve involved. "I definitely made mistakes along the way... I learn a huge amount about how you bring all these people together with quite differing needs" (33:51). These experiences have equipped her with valuable skills in collaboration and decision-making under pressure.

Collaboration and Decision-Making in Newsrooms

Streamlined Decision Processes
Nicola highlights the necessity of swift decision-making in newsroom settings. "There's such a limited time... Being able to make a decision is so important" (35:44). This efficiency ensures that content is produced and disseminated promptly without getting stalled by indecision.

Fostering Collaborative Environments
Despite the urgency, there are avenues for collaboration, such as editorial meetings where designers and journalists brainstorm and refine ideas. "There is room for collaboration... people from across the whole business... something Editorial might love" (35:44). Balancing diverse perspectives leads to cohesive and impactful storytelling.

Managing Work-Life Balance and Personal Inspiration

Disconnecting to Reconnect
Nicola discusses the challenge of unplugging from work-related digital content to rejuvenate creatively. "I have to just switch off... the value of just switching off means that you absorb a lot more of what's going on around you" (40:19). Taking deliberate breaks helps her maintain mental health and stay inspired.

Curated Consumption of Content
She employs strategies to manage her information intake, such as relying on her team for relevant updates and selectively engaging with inspiring content. "I often look to my team... they share the best, the most relevant things... I use our products as well and our apps websites" (40:19). This curated approach ensures she remains informed without feeling overwhelmed.

The Future of Storytelling in Digital Environments

Enhancing Digital Experiences
Nicola envisions digital storytelling surpassing print by leveraging multimedia elements like video and audio. "The aspiration is to create experiences that are even better than print... how can we use them to tell our stories in even more immersive and impactful ways" (12:15). This ambition drives her team to innovate continuously.

Building Loyal Audiences
Focusing on user experience to build a loyal readership is paramount. "We have to provide an environment that people want to spend time in and where they can focus so they can really get that value from that story" (12:15). By prioritizing quality over quantity, Condé Nast aims to cultivate dedicated audiences who value in-depth storytelling.

Conclusion

This episode of Mindful Creative offers a deep dive into the complexities of digital storytelling in the modern media landscape. Nicola Ryan's insights into balancing snackable content with meaningful narratives, her personal journey through the design and publishing sectors, and her strategies for managing high-pressure environments provide valuable lessons for creatives navigating the evolving digital frontier. Her emphasis on quality, user experience, and strategic design underscores the enduring power of storytelling in connecting with audiences on a profound level.

Notable Quotes:

• "There is a bit more of a swing back to really wanting that deeper storytelling, that immersion of being able to really focus on one story for a much longer period of time." — Nicola Ryan (07:25)

• "Technology has driven this... you want to get lost in a story, it's nice to have a little taster, but we've created this noise machine that doesn't allow too much focus." — Nicola Ryan (08:31)

• "What you're asking is like how do you measure the success of a story?... Is the story going to inspire action or influence conversations?" — Nicola Ryan (19:26)

• "It's a really exhilarating period of my career... the pace is fast, the expectations are very high." — Nicola Ryan (29:39)

• "There's such a limited time... Being able to make a decision is so important." — Nicola Ryan (35:44)

Timestamps Reference:

• 05:15: Discussion on audience engagement with long-form content
• 07:25: Importance of deep storytelling
• 08:31: Impact of technology on content creation
• 10:18: (Skipped advertisement)
• 12:15: Strategies for enhancing user experience
• 17:17: Maintaining legacy brands
• 19:26: Measuring success of stories
• 23:01: Nicola's personal career journey
• 29:39: Balancing work and personal life
• 33:51: Learning from high-pressure environments
• 35:44: Collaboration and decision-making in newsrooms
• 37:00: Design process and the importance of deadlines
• 40:19: Managing screen time and personal inspiration
• 41:16: Reflecting on time management and personal growth
• 44:09: Influence of mentorship in career decisions
• 47:34: Utilizing time effectively for inspiration
• 49:37: Future of storytelling and cultural impact
• 51:43: Episode conclusion

This summary captures the essence of Nicola Ryan's discussion on creating digital environments for deep storytelling within the media industry, highlighting the balance between technological advancements and the timeless need for meaningful narratives.