The Things Publishers Don't Say About Redesigns at DPS, 9/17/14
34
What Publishers Don’t Say About Redesigns Tricia Han SVP, Product 9/17/14 #daretotry
description
Tricia Han from About.com's presentation from Digiday Publishing Summit on September 17, 2014.
Transcript of The Things Publishers Don't Say About Redesigns at DPS, 9/17/14
What Publishers Don’t Say About Redesigns
Tricia Han SVP, Product9/17/14
#daretotry
A Redesign is an opportunity
#daretotry
To create the new
To thrill
#daretotry
#daretotry
“Redesigns” can elevate
#daretotry
#daretotry
Or not
#daretotry
It happens to the best of us
TropicanaSales Plunge 20%
#daretotry #daretotry
Microsoft Windows 8Start Menu Set to Return in August
#daretotry #daretotry
GawkerGAWKER’S GULP MOMENT Big Redesign is Driving People Away
#daretotry #daretotry
Anger explodes at Yahoo Mail Redesign Disaster
Yahoo Mail
#daretotry #daretotry
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
#daretotry #daretotry
#daretotry #daretotry
#daretotry
When Publishers say…
We’re redesigning
We really mean…
We’re re-inventing
#daretotry
The re-invention of about.com
#daretotry
Mission
CMS
Tech Platform
2nd Taxonomy
Content
UI/UX
Branding
#daretotry
#daretotry
Here’s our new product
We really mean…
When Publishers say…
Until the next iteration
#daretotry
#daretotry
B
A
#daretotry
B
A
#daretotry #daretotry
#daretotry
The Team
Data & BI
Design & UX
Product &
Content
Tech & SEO
#daretotry
#daretotry
The pace of change has
increasedWe really mean…
When Publishers say…
x10
#daretotry
The Timeline
DAY 1
Uh oh Work, work, takeout food, work
DAY 2
Collective breaths held
DAY 5 DAY 6
#daretotry
Phew!
PVs down -10%
Redesign the redesign
PVs back. Next…
Go live with changes
#daretotry
#daretotry
We’ll optimize for search
engines We really mean…
When Publishers say…
Respect the search engine
#daretotry
Beware.
Before
After
#daretotry
Ouch! 30% down Fixed!
PM AM
#daretotry
#daretotry
We’ll be mobile
We really mean…
There’s no difference anymore
When Publishers say…
#daretotry
#daretotry #daretotry
#daretotry
Users will love it We really mean…
Users hate change
When Publishers say…
#daretotry
Facebook “Petition Against the New Facebook” 1.7M USERS SIGN
#daretotry
829M
#daretotry
#daretotry #daretotry
#daretotry #daretotry
The Results
+10%
PAGEVIEWS PER VISIT
+15% +57%+12%
#daretotry
TIME ON SITE
SOCIAL REFERRALS
DIRECT AD BUYS
#daretotry
#daretotry
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
#daretotry
Thank you.
