Discovery Channel TV Network sites redesigned.
Discovery Channel APAC was looking to redesign their website that they had since 2013. The scope of the project was to design a site that is able to fit the requirements of the different markets and optimise the process flow of cross-border content update.
defining the objective
To kickstart the project, the team started a daily scrum meeting to facilitate work flow due to the tight timeline. We looked at Discovery Channel's entire site content and set out to optimise the site map for better tagging and search visibility. Through user case studies and multiple creative sessions, we redefine the objectives of the site and came up user journeys based on the results.
updating the guidelines
With a clearer understanding of the site's flow, we created a brand design system that will be used across the websites for design consistency. One of the challenge was to find a colour palette that do not reflect other competitors; hence we introduced Dragonfruit Pink which act as an accent colour.
planning for the future
The clients had expressed interest in monetising the website with ads, so the design was created while making sure ads of different sizes such as leaderboard or skyscraper are able to blend into the website seamlessly. Majority of the images used throughout the site have the same height-width ratio in order to optimise content upload in the future – the clients would only need to upload one image for it to work on different modules.
a different version for a different market
The design was rolled out one market at a time, starting with Discovery Channel India. However, Discovery Channel Japan wanted a white theme to fit their audience. Slight tweaks were made to the brand style guide but we still kept the core design for consistency throughout the network.
Since the launch of the website, bounce rate was reduced by 23% and session duration doubled from 39 seconds to 85 seconds.
The redesign was also one of the featured project mentioned at an Adobe x AEM event in 2017.