Giving a digital makeover to a legacy newsroom
The World, a collaboration between BBC’s World Service, WGBH Boston and PRI, is a radio broadcast show that reaches 2.5 million listeners every week. I spearheaded the digital transition of the show and created a web experience that expanded its reach and subsequently its ability to generate more revenue.
MY ROLE
UX Design
Content Strategy
Wireframes
Prototypes
COMPANY
The World
Design for the digital audience
A critical part of the redesign was to make the web a standalone experience that attracts a dedicated audience to the website. To achieve this, several changes were made to the navigation, categorization, preparation and presentation of the content.
Visual storytelling to the forefront
Another part of the content strategy was to create exciting web-only content with a focus on visuals, including special series, infographics and data visualization stories that catered to the digital audience.
Making “audio” count
To offer the best audio experience to the web users, I partnered with the Soundcloud team to integrate the app with the CMS and replace the old Flash player. This integration not only allowed “one-click” play and download options to the users, but also added another channel of content outreach for the newsroom.
Results
3X
increase in traffic in year-over-year in 2012 compared to same period in 2011.
67,000
subscribers added on SoundCloud