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What Publishers Don’t Say 
About Redesigns 
Tricia Han 
SVP, Product 
9/17/14 
#daretotry
A Redesign is an opportunity
#daretotry 
To create the new
To thrill 
#daretotry
#daretotry 
“Redesigns” can elevate 
#daretotry
#daretotry 
Or not 
#daretotry
It happens to the best of us
Tropicana 
Sales Plunge 20% 
#daretotry #daretotry
Microsoft Windows 8 
Start Menu Set to Return in August 
#daretotry #daretotry
Gawker 
GAWKER’S GULP MOMENT 
Big Redesign is 
Driving People Away 
#daretotry #daretotry
Yahoo Mail 
Anger explodes 
at Yahoo Mail 
Redesign Disaster 
#daretotry #daretotry
The redesign of about.com
We Are Expert Content 
13th 
biggest 
RE-LAUNCH 
Sep 2 
1 in 3 
AMERICANS 
TOP 5 
FOOD 
PC 
SUPPORT 
EXPERT 
TRAVEL HOME H...
#daretotry #daretotry
#daretotry 
When Publishers say… 
We’re 
redesigning 
We really mean… 
We’re 
re-inventing 
#daretotry
The re-invention 
of about.com 
#daretotry 
Mission 
CMS 
Tech 
Platform 
2nd 
Taxonomy 
Content 
UI/ 
UX 
Branding 
#dare...
#daretotry 
Here’s our 
new product 
We really mean… 
When Publishers say… 
Until the 
next iteration 
#daretotry
#daretotry 
B 
A 
#daretotry
B 
A 
#daretotry #daretotry
#daretotry 
The 
Team 
Data & BI 
Design 
& UX 
Product 
& 
Content 
Tech & 
SEO 
#daretotry
#daretotry 
The pace 
of change has 
increased 
We really mean… 
When Publishers say… 
x10 
#daretotry
The Timeline 
DAY 1 
DAY 2 
Uh oh Work, work, 
takeout food, work 
DAY 5 DAY 6 
Collective 
breaths held 
Phew! 
#daretotr...
#daretotry 
When Publishers say… 
We’ll optimize 
for search 
engines We really mean… 
Respect the 
search engine 
#dareto...
Beware. 
Before 
After 
Ouch! 30% down Fixed! 
#daretotry 
PM AM 
#daretotry
#daretotry 
We’ll be 
mobile 
We really mean… 
There’s no 
difference 
anymore 
When Publishers say… 
#daretotry
#daretotry #daretotry
Users will 
love it We really mean… 
#daretotry 
Users hate 
change 
When Publishers say… 
#daretotry
Facebook 
“Petition Against the 
New Facebook” 
1.7M USERS SIGN 
#daretotry 
829M 
#daretotry
Welcome to the new about.com
#daretotry #daretotry
#daretotry #daretotry
The Results 
+10% 
PAGEVIEWS 
PER VISIT 
+15% +57% +12% 
#daretotry 
TIME ON 
SITE 
SOCIAL 
REFERRALS 
DIRECT 
AD 
BUYS 
#...
#daretotry 
Add a data 
person to 
your team 
Redesigns need 
iteration 
It’ll all be okay… as long as 
you work fast 
In ...
Thank you.
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The Things Publishers Don't Say About Redesigns at DPS, 9/17/14

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

Publié dans : Marketing
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The Things Publishers Don't Say About Redesigns at DPS, 9/17/14

  1. 1. What Publishers Don’t Say About Redesigns Tricia Han SVP, Product 9/17/14 #daretotry
  2. 2. A Redesign is an opportunity
  3. 3. #daretotry To create the new
  4. 4. To thrill #daretotry
  5. 5. #daretotry “Redesigns” can elevate #daretotry
  6. 6. #daretotry Or not #daretotry
  7. 7. It happens to the best of us
  8. 8. Tropicana Sales Plunge 20% #daretotry #daretotry
  9. 9. Microsoft Windows 8 Start Menu Set to Return in August #daretotry #daretotry
  10. 10. Gawker GAWKER’S GULP MOMENT Big Redesign is Driving People Away #daretotry #daretotry
  11. 11. Yahoo Mail Anger explodes at Yahoo Mail Redesign Disaster #daretotry #daretotry
  12. 12. The redesign of about.com
  13. 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. 14. #daretotry #daretotry
  15. 15. #daretotry When Publishers say… We’re redesigning We really mean… We’re re-inventing #daretotry
  16. 16. The re-invention of about.com #daretotry Mission CMS Tech Platform 2nd Taxonomy Content UI/ UX Branding #daretotry
  17. 17. #daretotry Here’s our new product We really mean… When Publishers say… Until the next iteration #daretotry
  18. 18. #daretotry B A #daretotry
  19. 19. B A #daretotry #daretotry
  20. 20. #daretotry The Team Data & BI Design & UX Product & Content Tech & SEO #daretotry
  21. 21. #daretotry The pace of change has increased We really mean… When Publishers say… x10 #daretotry
  22. 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. 23. #daretotry When Publishers say… We’ll optimize for search engines We really mean… Respect the search engine #daretotry
  24. 24. Beware. Before After Ouch! 30% down Fixed! #daretotry PM AM #daretotry
  25. 25. #daretotry We’ll be mobile We really mean… There’s no difference anymore When Publishers say… #daretotry
  26. 26. #daretotry #daretotry
  27. 27. Users will love it We really mean… #daretotry Users hate change When Publishers say… #daretotry
  28. 28. Facebook “Petition Against the New Facebook” 1.7M USERS SIGN #daretotry 829M #daretotry
  29. 29. Welcome to the new about.com
  30. 30. #daretotry #daretotry
  31. 31. #daretotry #daretotry
  32. 32. The Results +10% PAGEVIEWS PER VISIT +15% +57% +12% #daretotry TIME ON SITE SOCIAL REFERRALS DIRECT AD BUYS #daretotry
  33. 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. 34. Thank you.

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