What Publishers Don’t Say About Redesigns

Tricia Han SVP, Product9/17/14

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A Redesign is an opportunity

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To create the new

To thrill

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“Redesigns” can elevate

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Or not

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It happens to the best of us

TropicanaSales Plunge 20%

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Microsoft Windows 8Start Menu Set to Return in August

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GawkerGAWKER’S GULP MOMENT Big Redesign is Driving People Away

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Anger explodes at Yahoo Mail Redesign Disaster

Yahoo Mail

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The redesign of about.com

We Are Expert Content

RE-LAUNCH

Sep 2

13thbiggest

1 in 3 AMERICANS

TOP

5

FOOD

PC  SUPPORT  EXPERT

TRAVEL HOME HEALTH EDUCATION TECH

GARDENING  EXPERT1000 EXPERTS

WINE  EXPERT

SPAIN  TRAVEL  EXPERT

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When Publishers say…

We’re redesigning

We really mean…

We’re re-inventing

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The re-invention of about.com

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Mission

CMS

Tech Platform

2nd Taxonomy

Content

UI/UX

Branding

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Here’s our new product

We really mean…

When Publishers say…

Until the next iteration

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B

A

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B

A

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The Team

Data & BI

Design & UX

Product &

Content

Tech & SEO

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The pace of change has

increasedWe really mean…

When Publishers say…

x10

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The Timeline

DAY 1

Uh oh Work, work, takeout food, work

DAY 2

Collective breaths held

DAY 5 DAY 6

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Phew!

PVs down -10%

Redesign the redesign

PVs back. Next…

Go live with changes

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We’ll optimize for search

engines We really mean…

When Publishers say…

Respect the search engine

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Beware.

Before

After

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Ouch! 30% down Fixed!

PM AM

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We’ll be mobile

We really mean…

There’s no difference anymore

When Publishers say…

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Users will love it We really mean…

Users hate change

When Publishers say…

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Facebook “Petition Against the New Facebook” 1.7M USERS SIGN

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829M

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Welcome to the new about.com

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The Results

+10%

PAGEVIEWS PER VISIT

+15% +57%+12%

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TIME ON SITE

SOCIAL REFERRALS

DIRECT  AD BUYS

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Add a data person to your team

Redesigns need iteration

It’ll all be okay… as long as you work fast

In Summary… Great leaps forward require acts of daring

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Thank you.