Extra, Extra: New Information Architecture Helps Belo Unity its Design and Customize its Content
Challenge
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Discrepancies in the structure and design of Belo’s 27 television and newspaper affiliate web sites was creating brand confusion and inconsistent customer experiences across the enterprise.
Approach
Leveraging stakeholder interviews, customer research, usability tests and a branding workshop, Molecular developed a new information architecture and visual design to serve as the framework upon which all Belo affiliate sites would be based. The new design, which provides consumers with more personalized and interactive content and offers advertisers a broader mix of advertising options, establishes Belo affiliates as the leading local source for news and provides a more cohesive experience across Belo’s affiliate sites. Enhancements include:
- Quick, convenient access to the latest news and information, including at-a-glance weather updates and breaking news video clips.
- An improved search feature empowers consumers to easily access information related to their specific search criteria.
- New interactive features – including new dynamic video capabilities that allow consumers to access the latest video news clips and build their own daily newscasts – give consumers an unprecedented ability to view content most important to them.
- An improved infrastructure allows Belo to set certain design standards for affiliate sites, while giving each affiliate autonomy over its specific color palette, imagery and content.
Benefits
- The new design provides a consistent standard and establishes Belo affiliate sites as the local online content leader with the most innovative news and information resources available.
- Personalized content options and interactive tools attract, engage and retain loyal customers by enabling them to receive news and information whenever, wherever and however they want.
- Belo affiliates have the ability to manage the majority of their own content, reducing their dependency on corporate resources.
