New York Times Advertising
SNAPSHOT X DIGITAL PLATFORM
STINK STUDIOS X 2021
EXPERIENCE DESIGN LEAD
A digital platform that unifies all of the premium ad experiences offered by New York Times Advertising.
New York Times Advertising has innovated and expanded their premium ad experiences and product sets. The pace of their innovation has led to a variety of digital touchpoints that needed to be consolidated. NYTA partnered with Stink Studios to create a new digital platform that could adapt and grow with the business.
For this project, I led strategic and UX efforts, conducting a comprehensive audit of NYTA's digital properties. Analyzed and restructured content, facilitated stakeholder interviews and workshops, and developed a Jobs-to-be-Done framework. Enhanced user experience with a streamlined site map, creating comprehensive wireframes and prototypes for design and development.
Organize and unite the many offerings of New York Times Advertising.
The Challenge
Identifying opportunities to streamline NYTA offerings.
The process began with a thorough content audit across three NYTA properties and numerous digital documents. This comprehensive audit allowed us to distill and reorganize content logically, leading to the development of a new site map and a set of wireframes. These became the basis for our design and development work, enabling us to create a more integrated and engaging digital experience.
A scalable, functional, and dynamic framework that can grow with NYTA.
The Approach
Building a functional and dynamic framework.
The new website is bold, expressive, and dynamic, boasting modern functionality and a user-friendly experience. It features easily digestible content that gradually introduces users to more complexity. The design revolves around robust modules, systematically developed for streamlined production and ongoing accessibility testing. This approach creates comprehensive systems, ensuring an optimal present user experience while facilitating future growth and scalability.
A new digital home for New York Times Advertising that is robust, intuitive, and innovative — delivering an experience as premium as their offerings.
The Result
