The Problem – Reinventing a national newspaper for the digital era
The Times needed to reinvent itself as a digital-first publication, attract a younger audience to keep competing in a world of changing nature of newsmedia.
— Role: Design director
— Project type: Redesign
— Project duration: 1 year
... we give members a curated daily edition with a sense of a beginning and an end that is updated at key points
during the day with The Times' take on the latest news, comment and analysis
... this will then encourage Customers to return to ‘The Edition' more frequently and read more content which will result in greater overall customer engagement and reduced Customer churn
A flexible editorial system that allows the unique qualities of the Times editorial to shine. The publishing model was based on 3 drops throughout the day rather than continuously publishing as news happened. The Times is known for the quality of its reporting and opinion, as such consumers didn't see them as a continually updating newsfeed, but as a trusted source of comment and analysis.
When there was a major world event they could switch to a continuous update model that takes over the homepage.
The results after the launch were an increasing frequency of visits and increased engagement, even though we had shifted from continuous updating to an edition model.
App users read 4 times as many articles than before the launch and daily usage tripled within the first 6 months.
By August 2019
The release of the new improved Android application saw:
The core patterns remain in place 5+ years after the launch. Screenshot App Store July 21st 2022
— Emma Tucker, Editor of The Sunday Times
— Lucas Yelland