Project Overview
The Problem
I joined the Minute Media team to revitalize their website, which was underperforming in key metrics such as Page Views per User, Average Time on Page, and overall site performance. The site offered a poor user experience, outdated UI, and unclear branding. Taking the lead on the redesign, I collaborated closely with the heads of Marketing and Design to transform MinuteMedia.com into a modern, user-friendly platform that better aligned with the brand’s value and image.
My Approach
For the Minute Media website redesign, I focused on improving user engagement and site performance by addressing key issues such as outdated UI, unclear messaging, and poor navigation. My approach began with user-centered research to understand audience needs and inform the redesign. I simplified the information architecture, modernized the UI, and crafted clearer messaging with optimized calls to action. I prioritized mobile optimization, faster load times, and seamless performance. After launch, I used analytics and user feedback to make iterative improvements, resulting in a more engaging, efficient, and user-friendly site aligned with Minute Media’s goals.
Key Objectives
Enhance User Engagement: Improve key metrics such as Page Views per User and Average Time on Page by streamlining navigation and creating a more intuitive user experience.
Modernize UX/UI Design: Revamp the website with a fresh, visually appealing design that aligns with the brand and appeals to a diverse audience.
Simplify Information Architecture: Restructure the website’s layout to ensure users can easily find and access key content, reducing bounce rates and friction.
Improve Mobile Responsiveness: Ensure the website delivers a seamless experience across all devices, with a focus on mobile optimization and fast load times.
Data-Driven Iteration: Leverage Google Analytics and user feedback to continually test, measure, and refine the site post-launch, driving ongoing improvements.
Research & Discovery
Understanding the User
To ensure the new design would resonate with our audience and meet their needs, I took a user-centered approach, focusing on the behaviors, motivations, and pain points of the site's primary users. Minute Media’s audience is diverse, consisting of a mix of content creators, advertisers, publishers, and media consumers. By understanding the unique needs of each group, I was able to tailor the user experience to ensure the website addressed their specific goals. For example, content creators are primarily focused on finding a platform to broaden their reach, while advertisers are looking for insights and solutions to amplify their campaigns. Consumers visiting the site are looking for engaging sports and entertainment content.
Learning the Business
I immersed myself in understanding the business on a deep level, ensuring that every design decision was aligned with the company’s goals, brands, and user needs. I learned about their content platform, advertising solutions, partnerships, and how they position themselves in the market. This helped me grasp the unique value Minute Media offers to its various user groups and how the website could better serve these audiences. Finally, I ensured that the website’s design reflected Minute Media’s core values, such as innovation, creativity, and audience engagement. The visual elements, messaging, and structure were all crafted to communicate these values effectively, from the use of bold imagery to clear, concise copy that highlighted the company’s competitive advantages.
Website Development
Working with Webflow
I developed MinuteMedia.com using Webflow to create a fast, responsive, and highly customizable site that met the company’s business goals and user needs. Webflow's intuitive design tools allowed me to build dynamic, user-friendly pages, while its CMS features enabled efficient content management. I prioritized mobile optimization, custom interactions, and SEO to ensure a seamless user experience across devices and improve search visibility. Post-launch, I continued to refine the site using data and feedback, making iterative updates to enhance performance. Ultimately, Webflow enabled me to deliver a modern, engaging, and functional website that aligned with Minute Media’s objectives.
DEI & Impact
Showcasing Commitment to Diversity and Equity
I worked closely with Minute Media to design and develop the DEI & Impact portion of their website, aimed at showcasing the company’s commitment to diversity, equity, inclusion, and social impact. Through collaboration with the marketing and HR teams, we identified key themes such as company commitment, diversity in hiring, and community impact. I leveraged content and imagery that was authentic and inspiring, highlighting success stories, leadership testimonials, and data-driven results. Together, we crafted a meaningful microsite that effectively communicated Minute Media’s DEI efforts and strengthened their commitment to social responsibility.
