Reinvented Homepages for Enhanced Engagement
The homepage redesign boosted clickthrough rates and pageviews by highlighting diverse content and prioritizing headlines
Reading time:
3 minutes
Introduction
We undertook a project to redesign all our media site homepages, focusing on improving user experience and engagement. The aim was to create intuitive interfaces that prioritize content visibility and reinforce brand identity. Through strategic planning and collaboration, we aimed to revolutionize the digital landscape.
My Role
As the lead product designer for this project, I collaborated internally with a product manager, the VP of product, and the CTO throughout this project lifecycle.
I provided recurring design presentations/feedback sessions to the stakeholders which included the CEO and Editor in Chiefs of each brand along with their deputy editors.
Goals
BUSINESS GOALS
Increase Stories on the Homepage
A big goal of this project was to increase the headline count above the fold. Many of our sites previously had a total of 5 headlines above the fold. The theory behind this is that more headlines above the fold will lead to higher user clickthrough.
Diversify the Homepage Sites
The list of sites previously shared identical curation blocks and headers, resulting in a stale user experience. To inject freshness and brand identity into each platform, we expanded our design system with additional curation blocks and tailored each site with a personalized touch. This approach allows us to better align each site with its distinct editorial content and style, enhancing overall branding.
USER GOALS
Showcase Site-Specific Content Offerings
The sites boast diverse content ranging from breaking news to guides, reviews, and political coverage. The goal was to effectively showcase this breadth of content to users, enabling them to discover new areas of interest and engage more deeply with each site.
Designs
These are the final designs for the redesigned homepages. Please note that some designs may have changed post-launch due to the G/O Media portfolio changing.
Please scroll or use the arrows to cycle through the screenshots
Impact
2% Increase in Clickthrough Rate for Each Site
By strategically placing headlines above the fold and implementing a more user-friendly layout that showcased all our content effectively, we succeeded in capturing the attention of our audience more efficiently. This not only improved user engagement but also facilitated easier navigation, resulting in a tangible uplift in clickthrough rates. Optimizing the homepage experience has proven instrumental in driving meaningful interactions and fostering greater user satisfaction.
Unique Brand Identity
The project instilled a unique brand identity in each site, crucial for fostering user loyalty and standing out in a competitive landscape. By tailoring design elements to match each site's editorial voice and content, we enhanced brand recognition and attracted new audiences. This emphasis on brand identity strengthens user engagement and trust, paving the way for continued growth and success.
Takeaway
This project taught me the importance of presenting content meaningfully while adhering to brand guidelines. Balancing user-centric design with brand integrity is crucial for driving engagement and maintaining consistency across platforms.
This project was a great creative session to help us think about what each brand truly means and represents. It also helped me in fostering deeper connections with the editorial staff of each brand.