The Challenge
A new responsive site was required with an elegant new design and sophisticated content discovery - optimised for mobile and the changing needs of its discerning readership.
01 Gather Inspiration
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Inspiration for a new digital offering was gathered from editorial stakeholders, advertising executives, and the digital team. We collected ideas and a held design thinking workshop.
02 Create Customer Journeys
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The target customers were clarified based on customer interviews, stakeholder guidance and marketing personas
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Key journeys were created based on user needs and business KPIs such as social reach and page impressions
03 Create an Informed Architecture
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A new structure was created based on traffic analysis, user needs and business KPIs
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The structure was visualised as menu designs and refined by stakeholders
04 Create & Test Prototypes
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Several prototype variants were created and tested one-on-one and guerrilla style
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Prototypes were finalised based on test results and carefully integrated advertising requirements
05 Document & Release
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Documentation focused on a component based responsive plan required by developers to achieve aggressive launch dates
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The re-launch was an immediate success in terms of advertising revenue and traffic
