NBC News App
THE PROBLEMS:
Automated content flowed in with little control. Editorial had no way to package content, and users were forced to visit the web site in order to access all of the content. Video was deprioritized in this layout, and access to live streams was severely limited or impossible to access. The visual presence was tired and dated, and needed to reflect the new aesthetic of the Bento web design system.
SCOPE
The redesign of the NBC News app involved a complete restructure of the tech stack, migration to modern coding languages, the introduction of new curation tools for editors, and a new mobile API. The design language was updated to align with NBC News’ new design system, Bento (you can read about it here).
GOALS
- Increase video starts and conversions to video content
- Boost video completion rates
- Increase awareness of the full breadth of content and media types available
- Fully transition the NBC News app to the Bento Design System
- Establish a flexible framework for future expansion and scale
TEAM
- Product Manager
- Creative Director
- 2 Designers
- 3 Engineers
- UX Researcher
- Mobile App Editor
THE ACTIONS:
Automated content previously flowed in with little control. Editorial teams had no effective way to package content, and users were forced to visit the website to access everything. Video was deprioritized in the layout, and live streams were severely limited or impossible to access. The visual design felt tired and dated and no longer aligned with the new Bento web design system aesthetic.
Showcase Video
Elevated video with prominent placement on the home screen, while allowing articles, videos, live streams, and podcasts to coexist seamlessly. Users gained access to short-, medium-, and long-form video options, plus audio alternatives for when video viewing isn’t ideal.v
Editorial Freedom
Layout packages were produced to give the Editorial team an easy, flexible methods for different news scenarios and tempos. Similar content types could be manually curated together for deep story-telling opportunities. Sections could remain fully or partially automated to ensure the content was always fresh with limited editorial lift.
Local News & Content
Market research revealed users wanted a connection to their region and communities. Connecting with the large network of local NBC affiliate stations we added local content and weather to create a more complete macro- and micro-reporting service.
Scale to Brands
Everything we created was build to be brand agnostic. The system was used to update the TODAY show and Telemundo Noticias, and experiments were also done to show how Sky World News editorial and marketing teams might benefit from these updates.
THE RESULTS:
2x
Monthly video conversions by app visitors increased by over 2x the previous app.
+150%
Video starts in the new app increased over 150%.
+87%
Percentage of new package variations regularly used by the editorial team.
Hello!
I’m Lisa Wilkins, a user experience director, designer and product strategist. The Sonoran Desert is my home, and it inspires me everyday with it’s beautiful simplicity and underlying complexity. I’m adaptable, resilient, and nerdy which are qualities I weave into everything I do. I’m most proud of raising a son full of gratitude, training various equines, and spoiling a very good dog.
Let me know how I can help your organization.
hello@lisawilkins.com • linkedin
Persuading pixels to achieve their maximum potential
NBC News App
THE PROBLEMS:
Automated content flowed in with little control. Editorial had no way to package content, and users were forced to visit the web site in order to access all of the content. Video was deprioritized in this layout, and access to live streams was severely limited or impossible to access. The visual presence was tired and dated, and needed to reflect the new aesthetic of the Bento web design system.
SCOPE
The redesign of the NBC News app involved a complete restructure of the tech stack, migration to modern coding languages, the introduction of new curation tools for editors, and a new mobile API. The design language was updated to align with NBC News’ new design system, Bento (you can read about it here).
GOALS
- Increase video starts and conversions to video content
- Boost video completion rates
- Increase awareness of the full breadth of content and media types available
- Fully transition the NBC News app to the Bento Design System
- Establish a flexible framework for future expansion and scale
TEAM
- Product Manager
- Creative Director
- 2 Designers
- 3 Engineers
- UX Researcher
- Mobile App Editor
THE ACTIONS:
Automated content previously flowed in with little control. Editorial teams had no effective way to package content, and users were forced to visit the website to access everything. Video was deprioritized in the layout, and live streams were severely limited or impossible to access. The visual design felt tired and dated and no longer aligned with the new Bento web design system aesthetic.
Showcase Video
Elevated video with prominent placement on the home screen, while allowing articles, videos, live streams, and podcasts to coexist seamlessly. Users gained access to short-, medium-, and long-form video options, plus audio alternatives for when video viewing isn’t ideal.v
Editorial Freedom
Layout packages were produced to give the Editorial team an easy, flexible methods for different news scenarios and tempos. Similar content types could be manually curated together for deep story-telling opportunities. Sections could remain fully or partially automated to ensure the content was always fresh with limited editorial lift.
Local News & Content
Market research revealed users wanted a connection to their region and communities. Connecting with the large network of local NBC affiliate stations we added local content and weather to create a more complete macro- and micro-reporting service.
Scale to Brands
Everything we created was build to be brand agnostic. The system was used to update the TODAY show and Telemundo Noticias, and experiments were also done to show how Sky World News editorial and marketing teams might benefit from these updates.
THE RESULTS:
2x
Monthly video conversions by app visitors increased by over 2x the previous app.
+150%
Video starts in the new app increased over 150%.
+87%
Percentage of new package variations regularly used by the editorial team.
Hello!
I’m Lisa Wilkins, a user experience director, designer and product strategist. The Sonoran Desert is my home, and it inspires me everyday with it’s beautiful simplicity and underlying complexity. I’m adaptable, resilient, and nerdy which are qualities I weave into everything I do. I’m most proud of raising a son full of gratitude, training various equines, and spoiling a very good dog.
Let me know how I can help your organization.
hello@lisawilkins.com • linkedin
Persuading pixels to achieve their maximum potential
NBC News App
THE PROBLEMS:
Automated content flowed in with little control. Editorial had no way to package content, and users were forced to visit the web site in order to access all of the content. Video was deprioritized in this layout, and access to live streams was severely limited or impossible to access. The visual presence was tired and dated, and needed to reflect the new aesthetic of the Bento web design system.
SCOPE
The redesign of the NBC News app involved a complete restructure of the tech stack, migration to modern coding languages, the introduction of new curation tools for editors, and a new mobile API. The design language was updated to align with NBC News’ new design system, Bento (you can read about it here).
GOALS
- Increase video starts and conversions to video content
- Boost video completion rates
- Increase awareness of the full breadth of content and media types available
- Fully transition the NBC News app to the Bento Design System
- Establish a flexible framework for future expansion and scale
TEAM
- Product Manager
- Creative Director
- 2 Designers
- 3 Engineers
- UX Researcher
- Mobile App Editor
THE ACTIONS:
Automated content previously flowed in with little control. Editorial teams had no effective way to package content, and users were forced to visit the website to access everything. Video was deprioritized in the layout, and live streams were severely limited or impossible to access. The visual design felt tired and dated and no longer aligned with the new Bento web design system aesthetic.
Showcase Video
Elevated video with prominent placement on the home screen, while allowing articles, videos, live streams, and podcasts to coexist seamlessly. Users gained access to short-, medium-, and long-form video options, plus audio alternatives for when video viewing isn’t ideal.v
Editorial Freedom
Layout packages were produced to give the Editorial team an easy, flexible methods for different news scenarios and tempos. Similar content types could be manually curated together for deep story-telling opportunities. Sections could remain fully or partially automated to ensure the content was always fresh with limited editorial lift.
Local News & Content
Market research revealed users wanted a connection to their region and communities. Connecting with the large network of local NBC affiliate stations we added local content and weather to create a more complete macro- and micro-reporting service.
Scale to Brands
Everything we created was build to be brand agnostic. The system was used to update the TODAY show and Telemundo Noticias, and experiments were also done to show how Sky World News editorial and marketing teams might benefit from these updates.
THE RESULTS:
+2x
Monthly video conversions by app visitors increased by over 2x the previous app.
+150%
Video starts in the new app increased over 150%.
+87%
Percentage of new package variations regularly used by the editorial team.
Hello!
I’m Lisa Wilkins, a user experience director, designer and product strategist. The Sonoran Desert is my home, and it inspires me everyday with it’s beautiful simplicity and underlying complexity. I’m adaptable, resilient, and nerdy which are qualities I weave into everything I do. I’m most proud of raising a son full of gratitude, training various equines, and spoiling a very good dog.
Let me know how I can help your organization.
hello@lisawilkins.com • linkedin
Persuading pixels to achieve their maximum potential