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UNIFYING THE
 USER DESIGN, AD
 SYSTEM AND SITE
PUBLISHING TOOLS
 WORLDWIDE FOR
  CNET NETWORKS


 Design Director for CNET...
About CNET


      Audience snapshot

      Unique Visitors Per Month: 18.5 million

      Page Views Per Month:     209 m...
Why standardize CNET sites?


4Extraordinary CNET growth organic and unplanned

4Numerous site/product acquisitions:

 4  ...
Business-critical issues


4 New ad types not supported
4 Unable to deliver “network buy”
  sponsorships
4 Back-end system...
Jonathan Bates: My experience


4 Successfully managed 2001 redesign and integration
   of newly acquired ZDNet

4 Standar...
The mandate: my responsibilities


Domestic sites

4 Create uniform template structure
   for 13 „core‟ site brands

4 All...
The mandate: my responsibilities


Domestic sites

4 Train all site „owners‟ and production
   teams on best practices

4 ...
The mandate: my responsibilities


Worldwide sites

4 Educate site owners worldwide on
   standardization plans

4 Develop...
Project & Site Design intranet


4 Developed and maintained
   CNET‟s first centralized site and
   project information re...
Design intranet: Site Detail page




             4 Initially used in development
                phase of new sites or r...
Design intranet: Tools and resources



Materials for site
producers:
4 Key information about site, mission,
   audience a...
Design intranet: Ad specifications



4 Specs on all supported ad types



4 Samples in PSD, PDF and AI format

4 In page ...
Design intranet: Process definitions

 Design process
      guidelines


                        4 Created process diagram...
Site standardization: U.S. properties

4 Successfully designed and
  managed 10 simultaneous
  major property redesigns

4...
Site standardization: Worldwide


                4 Within 12 month, CNET
                  Networks sites worldwide were
...
Creative and products in this presentation were
either primarily designed or directly managed by

                Jonathan...
Case study (CNET) by Jon bates
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Case study (CNET) by Jon bates

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Case study (CNET) by Jon bates

  1. 1. UNIFYING THE USER DESIGN, AD SYSTEM AND SITE PUBLISHING TOOLS WORLDWIDE FOR CNET NETWORKS Design Director for CNET Networks worldwide brands (2000-2003)
  2. 2. About CNET Audience snapshot Unique Visitors Per Month: 18.5 million Page Views Per Month: 209 million Broadband access 95%
  3. 3. Why standardize CNET sites? 4Extraordinary CNET growth organic and unplanned 4Numerous site/product acquisitions: 4 Multiple publishing systems 4 Unique platforms 4 Practices institutionalized in „silo‟ configuration
  4. 4. Business-critical issues 4 New ad types not supported 4 Unable to deliver “network buy” sponsorships 4 Back-end systems complex, expensive to maintain 4 CNET brand and sub-brands diluted by lack of standards in presentation
  5. 5. Jonathan Bates: My experience 4 Successfully managed 2001 redesign and integration of newly acquired ZDNet 4 Standardized design processes across ZDNet 4 ZD standards model successfully ported to CNET Commerce sites 4 Large team management experience 4 Track record of managing large, business-critical projects
  6. 6. The mandate: my responsibilities Domestic sites 4 Create uniform template structure for 13 „core‟ site brands 4 Allow new ad types to deploy network-wide 4 Develop style guides for all sites 4 Coordinate with Technology Group‟s rebuild of common back-end 4 6 month timeframe
  7. 7. The mandate: my responsibilities Domestic sites 4 Train all site „owners‟ and production teams on best practices 4 Develop production toolkits and common graphic devices 4 Oversee and police daily production for all sites to ensure compliance 4 Maintain and update online „repositories‟ for each site‟s style systems
  8. 8. The mandate: my responsibilities Worldwide sites 4 Educate site owners worldwide on standardization plans 4 Develop best-practices guides localized to 10 languages 4 Adapt standards to remove cultural or linguistic misinterpretations 4 Diplomacy of getting both „O & O‟ properties and licensees to comply
  9. 9. Project & Site Design intranet 4 Developed and maintained CNET‟s first centralized site and project information repository 4 Resource for project managers and senior management to review current work load and individual project status 4 Improved company efficiency, resource allocations and strategic planning
  10. 10. Design intranet: Site Detail page 4 Initially used in development phase of new sites or redesigns 4 When project finished, page converted to style guide and tool repository 4 Retention of design iterations used in post-mortem reviews to define best practices, locate weaknesses
  11. 11. Design intranet: Tools and resources Materials for site producers: 4 Key information about site, mission, audience and production profile 4 Templates in Photoshop, HTML for all modules and page types 4 Tool kit of logos, bugs, HTML fragments and graphic treatments 4 “Site emergency” procedures and contact information
  12. 12. Design intranet: Ad specifications 4 Specs on all supported ad types 4 Samples in PSD, PDF and AI format 4 In page HTML samples 4 Production contact information 4 Used by sales and marketing as well as production groups
  13. 13. Design intranet: Process definitions Design process guidelines 4 Created process diagrams for all project or site components Link display standards 4 Explained best practices, redesign process, “How To” collection Navigation & shell standards 4 Included reasoning/rationale for systems and standards to encourage „buy-in‟ by Style & Content producers Repository
  14. 14. Site standardization: U.S. properties 4 Successfully designed and managed 10 simultaneous major property redesigns 4 Designed and produced two new CNET properties 4 Coordinated and implemented new standards compliance process across organization 4 Successfully met deadlines, including ad system integration network-wide
  15. 15. Site standardization: Worldwide 4 Within 12 month, CNET Networks sites worldwide were using common template set 4 Worldwide network able to present all ad types on virtually every page of every site 4 Increased revenue booked and improved brand standing for CNET Networks properties 4 Measurably improved coordination between US and international business units
  16. 16. Creative and products in this presentation were either primarily designed or directly managed by Jonathan Bates (612) 578 0222 www.dabunny.com

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