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 Supermarket News Home Page
Strategic Design
Why a Redesign?
Prior to the redesign, the original site looked like it was built and maintained by someone that just learned how to use Dreamweaver 3.0 (yes, 3.0...) and it's library. No joke... take a ride on the time machine and you'll see what I'm talking about. The use of frames in the left side of the page, which stored both content and navigation killed the whole bookmarking aspect of things. Also, you can say farewell to accessiblity via handheld device. Besides that, content was sporadically placed all over and the site just needed a major overhaul. Strategy
The site's revenue came from advertising and off and online subscriptions. To support the advertising aspect, the leaderboard (728x90) was sandwiched in between the top search bar and the main content. A 180x150 ad was placed under the logo for high visibility. The boombox (300x250) was tucked in the right column to conform to the gridlike structure of the site. Online subscriptions were promoted with a callout at the top underneath the leaderboard and above 'free' content. Premium content was also placed at the bottom of the site to catch the attention of viewers that have scrolled to the bottom of the site and are about to leave.  Revisiting SN Home Page
About a year after the initial relaunch, I worked with the Supermarket News team to once again simplify the existing site. After analyzing a year's worth of web traffic patterns, we consolidated on content and content groupings. Supplementary content like the classified section and subscription pages were pushed to the bottom. A section called Supermarket Data was created to combine all the "Insights" and "Rankings" into one area. The original 5 column formatting was removed in favor of a 1 column layout to conform to the look of the "Latest News" section.
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