Geist
The UX Goals
Geist had a dedicated readership, and any redesign needed retain some essense of Geist's previous persona. The goal was not only to retain existing readers but also to expand the audience base. The redesign aimed to appeal to a broader demographic while remaining true to Geist's identity.
The Geist site needed to adhere to accessibility standards and be accessible to all users. Our approach was to review and optimize the website's site mapping to enhance navigation, improve user engagement, and align with industry best practices.
Challenges: 10 years worth of content
One of the main difficulties was to migrate over 10,000 CMS items to a new platform without disrupting the website's functionality, SEO, or user experience. We had to meticulous plan the content migration through various content reorganization workshop exercises and organize a new complex CMS system structure. This was done to ensure that the content would be exported and reorganized in accordance to the needs of the Geist team.
User-research with Geist's core users and new users
Understanding the diverse needs of the user base was the starting point. We conducted extensive user research, engaging with both existing readers and potential new users. Creative problem solving played a crucial role in comprehending the expectations and challenges faced by readers.
Our initial phase of branding involved a deep dive into the competitive landscape. We analyzed the visual identities of key players in the industry, identifying prevalent design trends, color palettes, and unique visual elements. Through this research, we gained insights into what worked well for competitors and unearthed opportunities for our client to stand out.
Based on my findings, I presented Geist with 3 different moodboards illustrating different brand directions, key UI elements, and basic page layouts. From there, the Geist team was able to select which design direction they wanted to pursue.
The rebranding process involved a reexamination of Geist's core identity. While preserving the magazine's distinctive voice and character, we introduced modern elements to breathe new life into the brand. A refreshed logo, contemporary color schemes, and a user-friendly typography were selected to reflect both loyal readers and a new younger, diverse audience.
The redesign of Geist's digital and print platforms centered around creating a seamless and enjoyable user experience.
The digital platform was revamped with a focus on intuitive navigation and an uncluttered layout to enhance the overall reading experience. The website and digital content were optimized for various devices, ensuring a consistent and accessible experience for users on desktops, tablets, and mobile devices. Geist prioritized meeting accessibility standards, implementing features such as alt text for images, high contrast options, and compatibility with screen readers. Interactive elements, such as discussion forums and user-generated content sections, were introduced to foster community engagement and attract a more participatory audience.
