Tricia Han from About.com's presentation from Digiday Publishing Summit on September 17, 2014.

1. What Publishers Don’t Say
About Redesigns
Tricia Han
SVP, Product
9/17/14
#daretotry

2. A Redesign is an opportunity

3. #daretotry
To create the new

4. To thrill
#daretotry

5. #daretotry
“Redesigns” can elevate
#daretotry

6. #daretotry
Or not
#daretotry

7. It happens to the best of us

8. Tropicana
Sales Plunge 20%
#daretotry #daretotry

9. Microsoft Windows 8
Start Menu Set to Return in August
#daretotry #daretotry

10. Gawker
GAWKER’S GULP MOMENT
Big Redesign is
Driving People Away
#daretotry #daretotry

11. Yahoo Mail
Anger explodes
at Yahoo Mail
Redesign Disaster
#daretotry #daretotry

12. The redesign of about.com

13. We Are Expert Content
13th
biggest
RE-LAUNCH
Sep 2
1 in 3
AMERICANS
TOP 5
FOOD
PC
SUPPORT
EXPERT
TRAVEL HOME HEALTH EDUCATION TECH
GARDENING
EXPERT 1000
EXPERTS
SPAIN
TRAVEL
EXPERT
WINE
EXPERT
#daretotry #daretotry

14. #daretotry #daretotry

15. #daretotry
When Publishers say…
We’re
redesigning
We really mean…
We’re
re-inventing
#daretotry

16. The re-invention
of about.com
#daretotry
Mission
CMS
Tech
Platform
2nd
Taxonomy
Content
UI/
UX
Branding
#daretotry

17. #daretotry
Here’s our
new product
We really mean…
When Publishers say…
Until the
next iteration
#daretotry

18. #daretotry
B
A
#daretotry

19. B
A
#daretotry #daretotry

20. #daretotry
The
Team
Data & BI
Design
& UX
Product
&
Content
Tech &
SEO
#daretotry

21. #daretotry
The pace
of change has
increased
We really mean…
When Publishers say…
x10
#daretotry

22. The Timeline
DAY 1
DAY 2
Uh oh Work, work,
takeout food, work
DAY 5 DAY 6
Collective
breaths held
Phew!
#daretotry
PVs down
-10%
Redesign
the redesign
PVs back.
Next…
Go live with
changes
#daretotry

23. #daretotry
When Publishers say…
We’ll optimize
for search
engines We really mean…
Respect the
search engine
#daretotry

24. Beware.
Before
After
Ouch! 30% down Fixed!
#daretotry
PM AM
#daretotry

25. #daretotry
We’ll be
mobile
We really mean…
There’s no
difference
anymore
When Publishers say…
#daretotry

26. #daretotry #daretotry

27. Users will
love it We really mean…
#daretotry
Users hate
change
When Publishers say…
#daretotry

28. Facebook
“Petition Against the
New Facebook”
1.7M USERS SIGN
#daretotry
829M
#daretotry

29. Welcome to the new about.com

30. #daretotry #daretotry

31. #daretotry #daretotry

32. The Results
+10%
PAGEVIEWS
PER VISIT
+15% +57% +12%
#daretotry
TIME ON
SITE
SOCIAL
REFERRALS
DIRECT
AD
BUYS
#daretotry

33. #daretotry
Add a data
person to
your team
Redesigns need
iteration
It’ll all be okay… as long as
you work fast
In Summary…
Great leaps forward require acts of daring
#daretotry

34. Thank you.