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This is CNN / Next
 

This is CNN / Next

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UX Week Presentation of the CNN Digital 2013 replatforming and redesign, with a focus on the mobile and social rationale behind it and the brand design and user experience approach being taken to ...

UX Week Presentation of the CNN Digital 2013 replatforming and redesign, with a focus on the mobile and social rationale behind it and the brand design and user experience approach being taken to complete the cross-platform responsive relaunch.

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    This is CNN / Next This is CNN / Next Presentation Transcript

    • Modernizing for the News of Now THIS IS CNN / NEXT August 20, 2013 ADAPTIVE PATH UX WEEK @marisagallagher
    • THE CONTEXT
    • 1.8billion monthly page views 80million total monthly unique visitors 100million monthly video starts General and TV numbers are from the CNN Fact Sheet CNN Digital Network numbers are from Comscore Media Metrix, Feb 2013 CNN Video Numbers and Mobile Numbers are from Nielsen & Nielsen Mobile View, Jan 2013 (latest available) 24broadcast networks worldwide 45editorial bureaus around the world CONTEXT CNN WORKS TO SUPPORT ITS REACH & SCALE
    • 4 Non-Web Kit Mobile Web Web Kit Mobile Web iPad AppAndroid Tablet App Windows Tablet/PC App Kindle AppNook App Nokia S40 Touch-Type Nokia S40 Full-Touch Nokia Symbian Android Phone Windows Phone 7 Windows Phone 8 iPhone App Google TVDesktop Web 20+platforms + 10 Editions + 5 Languages Tablet Web Blackberry Google Glass iReport OTHER Elections 2010 2012 Hall Pass CONTEXT CNN WORKS TO BE EVERYWHERE
    • 20 40 60 80 100% CONTEXT THE LANDSCAPE IS CHANGING MARKET PENETRATION: TV penetration = 96% = Nielsen TV Penetration Trends, Feb. ‘13 Cellphone penetration = 92% = Nielsen 2Q13 HTR (Home Technology Monitor) PC owner w/ home internet = 79% = Nielsen Universe Estimates, July 2013 Social media penetration = 78% = comScore social-media users 18+, Jul. ’13, divided into Nielsen total 18+ universe, Jul ‘13 Smartphone penetration = 40% = Nielsen 2Q13 HTR Tablet penetration = 29% = Nielsen 2Q13 HTR 5 MobileUsers Phone Apps Tablet Apps SocialMedia Users Television Viewers D esktop U sers 2013 General US Penetration Rates Across Media and Platforms Industry-wide Penetration Rates Summer 2013
    • 20 40 60 80 100% CONTEXT THE LANDSCAPE IS CHANGING CNN METRICS: July 2013 TV Ratings = Source: Nielsen Media Research,NPower, 07/01/13-07/28/13. M-Su 6a-6a. P2+. AA(mm). Data based on Live+7 Data Streams. Reach and Frequency Time Period Report. 1-min qualifier, 75% unification. CNN international tv reach from EMS, PAX, TGI-Latina 2012 surveys. June 2013 Desktop = comScore Media Metrix, June ’13 June 2013 Mobile Uniques = Nielsen Mobile MediaView June 2013 July 2013 Social Media Followers = Twitter API and Facebook API for actively managed CNN accounts July 2013 App Downloads = consolidated counts from Apple, Android, Amazon, Barnes & Noble, Nokia, and Microsoft apps All CNN percent changes versus same period year ago. MARKET PENETRATION: TV penetration = 96% = Nielsen TV Penetration Trends, Feb. ‘13 Cellphone penetration = 92% = Nielsen 2Q13 HTR (Home Technology Monitor) PC owner w/ home internet = 79% = Nielsen Universe Estimates, July 2013 Social media penetration = 78% = comScore social-media users 18+, Jul. ’13, divided into Nielsen total 18+ universe, Jul ‘13 Smartphone penetration = 40% = Nielsen 2Q13 HTR Tablet penetration = 29% = Nielsen 2Q13 HTR 6 MobileUsers Television Viewers D esktop U sers CNN Year Over Year Growth Summer 2012 to 2013 areas of mature growth SocialMedia Users Phone Apps Tablet Apps 2013 General US Penetration Rates Across Media and Platforms areas of disruptive growth
    • Fox News YahooNews BBC News ABC News NBCNews HuffPost The Guardian Washington Post CBS News MSNBC 7 Social Media Followers(Aug 2013 followers/fans on key CNN social accounts) @NYTimes @BBCBreaking @breakingnews @time @bbcworld @huffpost @foxnews @cbsnews @abc @washingtonpost @guardian @nbcnews @yahoonews 8.8M 4.3M 3.3M CNNBRK CNN Source: Twitter API and Facebook API; roll-up numbers are from the Social Leaderboards on 12/18/2012 and from CNET article: http://cnet.co/ZpWbGP CONTEXT WE HAVE INCREDIBLE SOCIALFOLLOWERS CNN NBC NEWS Digital ABC NEWS 6.7M 5.9M 4.7M 4 M 3.2M 2.9M 2.6M 2.5M 1.8M 1.2M 844k 658k 5.2M 1.4M 1.2M 1.2M 1.1M 709k 708k 581k 245k 11Macross all CNN accounts 12.6M Twitter Followers by News Outlet Facebook Fans by News Outlet 9.3M37Macross all CNN accounts
    • 8 CONTEXT AND NEED TO CAPITALIZE ON THE OPPORTUNITY 0 540 1,080 1,620 2,160 2,700 Stories with 100+ Retweets FOXNEWS MSNBC BBC THE GUARDIAN HUFFINGTON POST 0 540 1,080 1,620 2,160 2,700 Stories with 100+ Facebook Shares CNN CNN FOX NEWS MSNBC BBC THE GUARDIAN HUFFINGTON POST PEREZ HILTON VENTURE BEAT PEOPLE GAWKER Social Media Resharing (2012 Stories that were re-shared across social media) Source: Source: Newswhip [INFOGRAPHIC]: The Most Viral News Sources on Twitter and Facebook; Excludes sites with Paywalls, http://mashable.com/2012/03/01/the-most-viral-news-sources-on-twitter-and-facebook-infographic/
    • CONTEXT Source: Adobe SiteCatalyst, Jun ‘13, for CNN.com. Bango, Jun ‘13, for CNN Mobile. Note: CNN.com on mobile phone/tablets and iPad are a subset of CNN.com. 3% 6% 15% 2% 7% 6% 61% Desktop Tablet 13% Phone 26% ipad app tablet web (cnn.com on ipad) mobile web iphone app android app desktop on phone (cnn.com on mobile phones and non-iPad tablets) 3% 8% 3% 6% 5% 75% android app iphone app mobile web ipad app tablet web (cnn.com on ipad) Desktop Tablet 11% Phone 14% CNN DIGITAL CONSUMPTION BY PLATFORM June 2013 DOMESTIC VIDEO STARTSPAGE VIEWS WE NEED TO SUPPORT CONSUMPTION SHIFTS 9
    • CONTEXT TO REINFORCE OUR STRENGTH ON DESKTOP Source: comScore Media Metrix, Online News Ranker, July 2013 COMPETITORS AVG MONTHLY DESKTOP UNIQUES July 2013 News Rankers 10 0 10 20 30 40 50 60 70 80 HuffPost Yahoo! News CNN Fox News NBC News NYTimes USA Today WashPost ABCNews CBSNews 0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 Yahoo! News HuffPost NBC News Fox News NYTimes ABCNews WashPost BBC CBSNewsCNN 72 45 30 28 25 16 14 HuffPost FoxNewsNBCNews NYTimes WashPostABCNews CBSNews 16 Yahoo!News 42 BBC 40
    • 0 4 8 12 16 20 24 28 HuffPost Yahoo!ABC CNN Fox News NBC News NYTimes GoogleNews WashPost CBSNews CONTEXT TO SUPPORT OUR EXPLOSIONACROSS MOBILE COMPETITORS AVG MONTHLY MOBILE UNIQUES 2013TD Source: Nielsen Mobile MediaView, May’13 11 0 4 8 12 16 20 24 28 Yahoo!ABC Fox News HuffPost GoogleNews NYTimes NBC News CBSNews WashPostCNN Digital Network +ABCNews HuffPostFoxNews Digital Network MSNBCNewsNYTimesGoogleNews WashPostCBSNews 20 18 10 10 8 7 5 3 Yahoo!News 28
    • 12 CONTEXT TO IMPROVE SEO, SEARCH, and FLOW Header Edition U.S. International Mexico Arabic TV Network CNN Programs CNNi CNN Espanol HLN CNN.com HOME Navigation TV&Video CNN Trends U.S. World Politics Justice Entertainment Tech Health Living Travel Opinion iReport CNNMoney Sports Make CNN Your Homepage Mobile Web Phone Apps Tablet AppsSocial Special Navigation Just for Mobile Web Special Navigation Just for Phone Apps Special Navigation Just for Tablet Apps Sign Up Login CNN.com HOME End Objects Dead Ends, no where to go next, little recirculation
    • Sources: Nielsen 9/27/10-12/26/10, Experian Simmons National Consumer Study, ‘09 Full Year, Mercury 4/26/10-5/23/10, Nielsen 9/27/10-12/26/10, Omniture 11/2010, Bango 11/2010, Bango 1/2011. CONTEXT WE NEED TO MEET PEOPLE WHERE THEYARE 24-HR AVG FOR EACH PLATFORM 2X AVERAGE 3X AVERAGE 6 a a 10 a 12 p 2 p 4 p 6 p 8 p 10 p 12 a 2 a 4 a Newspapers Phone App Desktop Web TV Tablet Mobile Web MORNING WORKDAY EVENING LATE NIGHT
    • CONTEXT WE NEED TO WORK WITH PEOPLE’S LIVES 6 a a 10 a 12 p 2 p 4 p 6 p 8 p 10 p 12 a 2 a 4 a EVENING LEAN BACK TVs & iPads Entertain WORKDAY LEAN FORWARD Computers DriveAction ANYTIME ON THE GO MobileAlerting and the Glue
    • THE BRAND
    • There is a reasonwe choose our companies.
    • The Washington Post
    • The New York Times
    • ESPN
    • Target
    • Nike
    • Starbucks
    • Based on teachings from Lynn Upshaw UC Berkeley Haas Brand DNA Brand Values Brand Personality Brand Positioning BRAND THESE DRIVERSARE THE CORE TO BUILD UPON
    • o act upon one’s convictions, while others wait . . . To create a positive force in a world where cynics abound . . . To provide information to people when it wasn’t available before . . . To offer - those who want it — a choice . . . For the American people, who’s thirst for understanding and a better life has made this venture possible . . .” “T BRAND SO, WE WENT BACK TO OUR CORE
    • THE PLAN
    • PLAN THE TRADITIONALNEWS ECONOMY
    • PLAN BUILT FOR THE NEW NEWS ECONOMY REFERRAL CONTEXT BREAKING NEWS & TOP STORIES TOPICS, SHOWS & TALENT SOCIAL ACTIVITY @Keegan_Bradley: Haha I don't know what to TRENDING TOPICS, MOMENTS & MEMES DISCOVERY ENGINES
    • 1. BEST-SCREEN-AVAILABLE RESPONSIVE DESIGN 2. STREAMLINED CONTENT API 3. ROBUST TAGGING & TAXONOMY SYSTEM 4. UNIFIED, MODULAR AUTHORING TOOLS 5. DYNAMIC CONTENT RENDERING ENGINE PLAN ATECH PLATFORM FOR THE FUTURE
    • 29 SECTIONS TV MEDIA TYPES (video, photography, multimedia, etc.) US WORLD POLITICS JUSTICE TECH HEALTH ENTERTAINMENT LIVING TRAVEL MONEY SPORTS Watch CNN Schedule CNN Films All Shows All Videos MyCNN (user profile and activity settings with clear benefits) UPLOAD SEARCH SOCiAL 2 ZITE EMAIL ALERTS SOCIAL 3 SOCIAL 5 Siblings & Partners MARKETING & PR TRENDS OPINIONS THIS IS CNNREGIONS SOCIAL 1 SOCIAL 4 SOCIAL 6 OTHER FLEXIBLE “STORIES” DYNAMIC “RELATED” LINKS CONTEXT BRAND. FLOW. SEO:ANEW NAV SYSTEM CNN HOME SCREENS Desktop Mobile Web All Apps
    • PLAN DESIGNED FOR THE BEST-SCREENAVAILABLE
    • PLAN IT’SALLABOUT SHARINGAND PARTICIPATING @Keegan_Bradley: Haha I don't know what to say. This is the best picture ever. #duffdaddy pic.twitter.com/ OvJbEouVWJ” #Dufnering hilarious
    • PLAN DRIVEN BYACTIVE, CONTENT-TYPE CARDS Story Person Show/ Series Topic Episode/ Event Assignment
    • PLAN CARDS THAT CAN FLUIDLYSHIFT & MOVE
    • PLAN ZONES THAT MORPH BASED ON DEVICE USAGE
    • PLAN GROUNDED ONACOMMON, FLUID GRID
    • Badged Logo Color Palette Typography Icons Photo Treatments Graphical Elements PLAN WRAPPED INATHOROUGHLYMODERN STYLE GUIDE
    • THE PAYOFF
    • 38 HOME SCREENS TODAY
    • 39 HOME SCREENS INTERNAL BETA
    • 45 desktop webtablet portrait webmobile web PAYOFF HOME SCREENS: BREAKING NEWS
    • 46 desktop webtablet portrait webmobile web PAYOFF HOME SCREENS: SPECIALEVENT
    • 47 desktop webtablet portrait webmobile web PAYOFF HOME SCREENS: NORMALNEWS
    • 48 desktop webtablet portrait webmobile web PAYOFF STORYSCREENS
    • 49 desktop webtablet portrait webmobile web PAYOFF PROFILE: CORRESPONDENT
    • 50 desktop webtablet portrait webmobile web PAYOFF PROFILE: SHOW HOST
    • 51 desktop webtablet portrait webmobile web PAYOFF TV SHOW HUB: PIERS MORGAN LIVE EXAMPLE
    • 52 desktop webtablet portrait webmobile web PAYOFF SECTIONS: LIVING
    • 53 PAYOFF ADVANCEDADS: SECTION TAKEOVER desktop webtablet portrait webmobile web
    • 54 Full View desktop webtablet portrait webmobile web Full ViewFull View PAYOFF ADVANCEDADS: NATIVE CONTENT
    • THIS IS CNN / NEXT
    • THANK YOU Aug 20, 2013 ADAPTIVE PATH UX WEEK @marisagallagher