POPSUGAR is a leading online content [media] provider for woman. With a vast network of content that ranges from entertainment and fashion to motherhood and fitness, POPSUGAR has built brand that is equal parts viral and informative.
Looking to consolidate its many content verticals, POPSUGAR made the bold move to rebrand and redesign its digital properties. This included the flagship website, mobile apps, and the introduction of POPSUGAR LIVE.
THE REDESIGN CHALLENGE
The biggest challenge in redesigning popsugar.com, was determining how to bridge a cohesive reading and media experience across all verticals. A complete overhaul of the information design was mapped out with emphasis on key pages such as articles and their share-ability. On top of that, a new product was being introduced at the same time – POPSUGAR LIVE, a new and masterfully-produced production that broadcasts live news and entertainment segments every other hour across three locations.
INTRODUCING... POPSUGAR LIVE!
Alternating every other hour across three major markets – SF, NY, & LA – LIVE was POPSUGAR’s entry into the live, entertainment news space. Spanning across all platforms and devices LIVE created a library of rich, high-production video where users learned about fashion, celebrity topics, food, parenting and current events. Key events such as elections, the Oscars, must-watch season finales, and one of the largest libraries of free fitness video elevated the brand and its reach to new levels never experienced before as media brand.
QUIZES, POLLS, GAMES... OH, MY!
Building and contributing to the momentum of interactive quizzes and social sharing, POPSUGAR strategically expanded its reach and social engagement through rich interactive polls, quizzes, and a top 100 following.
One of the key initiatives in redesigning and rebranding, was to extend POPSUGAR’s reach to all mobile devices and channels. This included optimizing a mobile site, refining its existing mobile apps, and designing new ones to keep up with the explosive growth and demand for content anywhere at anytime.
Some of the best design isn’t public-facing. As a product team, collaboration and camaraderie was hugely important to the culture at POPSUGAR. Many projects were given internal code names (like StarScream and LightSpeed) that corresponded to the challenges ahead. What better way to commemorate the experience than with their own graphic representations?