2016 Winners & Shortlists

Creative Execution

We re-visited the design architecture by analyzing users habits. Analytics were decoded to understand user types, content consumption habits, devices used etc. This discovery phase allowed us to develop an experience strategy where prototypes were tested with different user sets. Navigation was redefined & news categories were restructured. Most visited sections, important sections for the region and business needs were acutely considered through card sorting approach. We also introduced nifty high-utility apps for continued engagement. The experience strategy translated in a modular design which allowed for the scalability of the site thereby increasing the lifecycle of the design.

The brand new experience on revamped website received a tremendous response from the readers and users of site. - Unique visitors to the site surged from 1.6 million to 2.5 million, a jump of over 56%. - Page views increased by 31% to reflect the new user-friendly and extremely ease-to-use navigation structure. - Time spent on the site increased by a whopping 147% to reflect the increased engagement of users with content. - The overall traffic to the site increased by up-to 23% and the mobile site traffic increased by a considerable 22%.

With increasing mobile penetration in the region and ever-changing shift in technology, The client opted for a specialized content management system specifically designed for the print broadcast industry. The agency's task was to provide a complete new and enhanced experience for readers to consume news in a user-friendly and engaging ecosystem. The idea was to create an inherent synergy between offline and online version of content for seamless switches between the printed newspaper and the website/ mobile site. Use of social media to spread content by sharing and commenting was also one of the key focal areas of this re-design. The single-minded brief was to build a digital experience that redefines the way content is consumed on desktop & mobile.