2x monthly conversions to video

1.5x monthly videos watched / 'video visit'

2.5x monthly video starts

Expanded storytelling toolkit for editorial team

Editorial curations limited to couple key areas

​2 page templates for information display

Few entry points to video

Dated design language

No real marketing plan

Limited revenue opportunities

A mature org knows that good ideas come from anywhere. Multiple teams (product, marketing, engineering, data insights) gathered to pitch ideas, make sketches and kick off a direction we believed would have merit. 
The data insights team provided market research to help form our direction and resolve conflicting opinions. We developed 6 personas to represent the key demographics of our audience describing how, when and why they looked for news.

We interviewed editorial to learn what their current pain points were for the existing CMS. The list was massive, but it came down to layout flexibility, overwriting content (while retaining the originals) and selected automations.

We tested multiple features of the new app, from micro-interaction to ad placement to full user journeys and incorporated feedback that smoothed any user journeys while aligning with our business goals.

Editorial Flexibility with content, layout and overwrites (increased layout offerings by 6x)

​Multi-page templates to best showcase content types and enhance storytelling

Featured videos with dedicated sections to represent shows and live coverage (2x increase in monthly conversion)

Design language and atomic system in sync with web and OTT platforms

Marketing can key in on specific users, events, and topics

Audio for broadcast shows and NOW channel

Ads embedded in content, and as pre-, mid- and post-roll in a new video player