The Daily Beast Newsletters
RESEARCH, VISUAL DESIGN
TIMELINE: 3 MONTHS | LAUNCH: 2014
The goal of this project was to create a cleaner newsletter while elevating original content, and drive more clicks by scaling the newsletter for mobile. We began by studying how our users experience our newsletters and how that relates to experiencing the site in general. I created multiple daily newsletters and a “Cheat Sheet” newsletter.
Original Newsletter Audit
- Readers are about half female and half male, ranging in ages 35–65 and are tech savy.
- Users like “brevity” and “interesting” content
- Most respondents claim to be regular readers who’ve subscribed for several years
- Over 80% read the newsletter on desktop regularly, with 38% mobile and 29% tablet, more than half using IOS.
- 61% read summaries and complete a click through to the website on their current cheat sheet newsletters.
To gain a better understanding of how our user base was experiencing our current newsletters, I worked with the analytics team to strategize and write a user survey. This information informed our design approach moving forward. For example: most users come from their desktop and enjoy photography and bold headlines.
Design Approach & Competitive Audit
After evaluating our data, we began designing an image-heavy newsletter that would also elevate our authors to build trust between them and the audience.
Working mobile first, I created various layouts, playing with grids and thinking of ways to put extra emphasis on our authors. I wanted to investigate, How could our content feel more curated to our users?
The final layout promoted the top five stories of the day, followed by feature-sets, and author-specific stories.