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Scientific American is a science magazine with a mission to promote how science changes the world, providing the insights that show how key global challenges can be solved. Agency, Area17
Scientific American wanted to redesign its website to retain a loyal following while attracting a new audience. The goal was to develop a platform that would keep people continuously engaged.
Throughout this project, my focus has been on wireframing and prototyping. After engaging in an ideation workshop and conducting customer research with data analytics, I meticulously crafted wireframes to define the ecosystem. This has led to the current phase of prototyping using HTML/CSS and jQuery. A iterative process, tha ensure a user-centric redesign that captures valuable data insights.
The ideation workshop focused on capturing stakeholders' vision for the product. Key among stakeholders' expectations was the desire to extend the brand by introducing a product that is not only more accessible but also exudes a sense of aspiration. This insight serves as a guiding principle in shaping the direction and essence of our project, aligning it with the overarching goal of meeting and exceeding stakeholder expectations.
The success of Scientific American’s website was defined by the nuanced alignment of user and business needs. Elevate the brand’s digital presence by bringing in more dynamic content in ways that feel unique — while maintaining parity with the companion print magazines. The website crafts an experience that not only informs but, more importantly, surprises and delights.
User Behaviour 1. Traffic highs are during mid-week, Tuesday - Thursday, with consistent lows at the weekend. Highest browsing activity around evening and then afternoon. 2. In the last year, majority of visits lasted within the 0-1 minute range, viewing one page only, and visiting only once in frequency.
Users would be circulated through related content and encouraged both to explore topical channels and to come back for related content. By being more contextual, Blogs (and Archives) would be integrated better into the reading experience. By presenting circulation options higher up the page alongside the article they’re reading, users don’t rely only on end-of-page features.
I proposed a new component-based architecture so the website could move between standard and custom display units, both of which would feel unique to Scientific American.
The wireframing iteration has been a pivotal phase in our design journey, where precision and clarity converge to shape the blueprint of our project. Through meticulous wireframing, we've defined the product's ecosystem with a keen focus on structure and functionality
Utilizing HTML/CSS and jQuery, I created prototypes for the essential product experiences. These prototypes serve to test micro-interactions and workflows, ensuring their effectiveness before the site progresses into the production phase. This proactive approach allows us to refine and optimize the user experience, anticipating and addressing potential issues early in the development process.
