Tampa Bay Times and 352
create a new look for newspapers

With millions of different site visitors, we created a unique and cohesive experience across multiple devices.

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Tampa Bay Times on Laptop

Extra! Extra! Read all About it!

With 9 Pulitzer Prizes under their belt, the Tampa Bay Times, formerly the St. Petersburg Times, is one of the most respected newspapers around, but their website wasn't speaking to their reputation.

Highlights

Overview

Tampabay.com touches more than 2 million users each month. Our goal was to create a website that could reach them no matter what they were using to access it and at the same time, providing them a more personalized way to get their news.

The new website would not only bring a new look to the 125+ year-old newspaper, but it would also come on the heels of a new brand and a new name. We quickly realized this was way more than redesign: it was a reinvention of how they do things digitally.

User Experience DesignUser Experience Design
Responsive Web DesignResponsive Web Design
50% of readers rated the new Tampabay.comone of the best news and information sites
TwitterBen Welsh @palewire
"Add tampabay.comto the list of news sites that went responsive before yours did."
Research
Pete BernardoLincoln Anderson

Working Across Different Teams and Technology

With a site this size, we weren't the only ones with our hands on it. We worked closely with Tampa Bay Times' in-house development team to ensure our designs seamlessly integrated with their existing functionality and technology, including their robust CMS.

"Thanks for your great work on our site. We're really stoked with the way your stuff works. You probably noticed we haven't been bombarding you lately with questions about it. I think that's a testament to it."

John Schlander
Senior Editor/Online Operations, Tampabay.com

photo of John Schlander

"They were able to not only deliver a design that impressed everyone, but were also able to integrate it seamlessly to our existing CMS."

Joe Deluca
Tampa Publisher and VP, Tampa Bay Times

photo of Joe Deluca

Evaluating their Previous Website

Before we got started, we needed to know what we were working with. We analyzed their previous website and saw that the design wasn't speaking to the Pulitzer-prize winning content. We then studied their analytics to see how their users were currently interacting with the site so we could carry over critical elements into the new design.

The Seven Key Goals

  1. Grow Key Audiences
  2. Grow Overall Audience
  3. Increase Registered Users
  4. Increase Engagement
  5. Provide New Ad Opportunities
  6. Improve Site's Look & Feel
  7. Make Content Easier to Find
TampaBay.com on Desktop
Stakeholder InterviewsStakeholder Interviews
Analytics AuditAnalytics Audit
User SurveysUser Surveys
Focus GroupsFocus Groups

Research & Interviews

We knew their goals; next came knowing everything about the Tampa Bay Times' organization and their many different audience groups.

Starting with their team, we interviewed the different departments to determine how they work, what their individual goals were, how often they update the site, and any ideas they had to form better relationships with their readers. Moving to their users, we asked them about their habits on the site: what sections they read, why they come to the site, the devices they use to read the site, and more.

Armed with that knowledge, we were able to build a design specific to what their stakeholders and their users liked.

Planning

"Content organization and hierarchy are key when building a site this size. Without them, you'll be lost when you start designing." - Pete Bernardo, Director of Design

We tested each of our mockups in front of their users, getting real-time feedback from their audience so we could iterate based on their reactions. Because we needed to integrate with their functionality, we created wireframes for multiple pages so their developers could start mapping out how the functionality would integrate before we started styling.

TampaBay.com Design Sketches
Design

The Tampa Bay Times' newspaper design is herald as one of the best in the industry. Our goal was to take those award-winning print elements and translate them to digital.

Matching Print Quality

Matching Print Quality

With Digital Quality

With Digital Quality

To Tablets

TampaBay.com to Tablet

From Desktops

TampaBay.com to Desktop

How our Research Became Design

TampaBay.com Site Design
photo of Erin Everhart

"Our research found that 30% of people were coming to the website for weather, so we gave that priority in our architecture."

Erin Everhart
Director of Digital Marketing

photo of Pete Bernardo

"One of our major goals was to tailor the experience for each person visiting. 'My Edition' became your very own front page; from what topics you are interested in to your favorite columnists."

Pete Bernardo
Director of Design

photo of Erin Everhart

"In user focus groups, we learned how their differnet users organize content, which allowed us to create a navigation based on what people expected to find."

Erin Everhart
Director of Digital Marketing

photo of Pete Bernardo

"We knew from our research that based on the time of day more users were visiting the site for specific reasons. We built a flex area on the homepage to allow it to show weekend information starting on Fridays and top stories first thing every morning."

Pete Bernardo
Director of Design

photo of Lincoln Anderson

"For our main news section, we built 8 different versions. Depending on how the news was unfolding, we had numerous ways to display what was important."

Lincoln Anderson
Interactive Designer

photo of Lincoln Anderson

"While some content might not look important, pulling insights from user data showed us what people were actually interested in seeing."

Lincoln Anderson
Interactive Designer

photo of Pete Bernardo

"Tampabay.comhas a tremendous focus on video and photos. It was important for us to not only be able to show those on any device, but then have the display large and easy to use."

Pete Bernardo
Director of Design

photo of Pete Bernardo

"With numerous counties in the Tampa Bay area, it was very important for us to organize our content specific to those areas while providing quick access to other parts."

Pete Bernardo
Director of Design

photo of Lincoln Anderson

"If a user scrolls to the bottom of the site, we wanted to provide them with all the links to the most commonly accessed pages."

Lincoln Anderson
Interactive Designer

Results

+40 Net Promoter Score
(Average of US companies is +17)

50% of people rated Tampa Bay Times one of the best news and information sites.

61% are likely to recommend Tampa Bay Times to a friend

@TB_Timesredesigns site to be responsive http://goo.gl/4337wThe future if newspaper Web design

February 14, 2013 - 3:55 pm

@sliss33

sliss33
@sliss33

Tampa Bay Times has a new look. Love this Things To Do site. http://bit.ly/d0UJP6

February 14, 2013 - 3:55 pm

@KjGabrielson

Kjertstin Gabrielson
@KjGabrielson

Very nicely done, Tampa Bay Times http://bit.ly/GC33Sa! #redesign#tabletcentric#bigasspictures

February 14, 2013 - 3:19 pm

@busblog

Tony Pierce
@busblog

I like it a lot. Great fonts. RT @kimbui: Add to the list of recent redesigns: Tampa Bay Times http://bit.ly/GC33Sa

February 14, 2013 - 2:56 pm

@cmcloutier

Catherine Cloutier
@cmcloutier

Congrats to @TB_Timesfor FINALLY redesigning their website. One of the best newspapers in USA as a worthy website tampabay.com

February 14, 2013 - 1:55 pm

@ricktrilsch

Rick Trilsch
@ricktrilsch

The Tampa Bay Times launched new website today. Looks great and is customized for iPads and phones. tampabay.com

February 14, 2013 - 8:16 am

@BillAdairDuke

Bill Adair
@BillAdairDuke

Great website redesign by @TB_Times. tampabay.com.

February 14, 2013 - 8:09 am

@apantazi

Andrew Pantazi
@apantazi

Wow! Check out the new Tampabay.com. Much cleaner + responsive. I could go for fewer all-caps headlines, though.

February 14, 2013 - 3:25 pm

@katiepark

Katie Park
@katiepark

photo of Joe Deluca

"Looking at what we've created together, I think it's something we can both be proud of, as partners."

- Joe Deluca, VP Tampa Bay Times