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_Selected Projects


Sotheby’s
Goat.com
IBM Skills
Hoppy
J&J Vision
Spotify Newsroom
GE Report
A Day at the Museum

Mark


GE Report


SJR helped GE redesign their content site in 2015, and the outcome was a huge success.

In 2017, GE Report wanted to redesign the site once more, by providing new the content strategy and create a new reader base - female readers. After some workshops and collaborated with with the GE Report team, we came up with a couple of solutions to surprise their curious readers again.  

We measured and demonstrate content marketing success by tracking the business goals with possible metrics.




MY ROLE
User Experience Designer
Responsive web design
THE CLIENT
GE Reports is a daily news, video and social media hub covering GE’s transformation into the world’s largest digital industrial company. 


WEBSITE     




Ideation and research

Defining the problem, finding opportunities



For 125 years, General Electric operates through more than 15 segments. It was ranked as the thirteenth-largest firm in the U.S. in 2017. All along, it has been known as a daily news, video and social media hub covering GE’s transformation into the world’s largest digital industrial company. Today, it provides all aspects of GE’s business, innovation and digital transformation.

We worked closely with GE Report team to create a cohesive product strategy and to produce digital content. After studying the Google analytics report we put on the old GER site, I recognized four groups of audiences:






With little time on my hands, I had to focus on one user scenario. I decided to focus on general GE investors (retail investors) instead of institutional investors, because I think it would cover most of the audiences from Google analytics.


OLD GER Homepage






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QUANTITATIVE AND QUALITATIVE ANALYSIS

Content Analysis

What is it that you are presenting (content) (1 to 3)

How well are you presenting it (accessibility) (1 to 3)

What set of requirements are you fulfilling (user requirement) (1 to 3)

Whether we fulfilled the requirement (success) (0 or 1)



Study on content layout and design


Newsroom Experience (GE Report page + News release page)

Flagship Experience (GE.com)



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NTERVIEW THE GER READER
Talked with GER readers was helpful. Here are the two major problems I collected from user interview, and I think worth taking note of:









Wireframes and final product

01 - Homepage


The old GE Report page started with an full-width article.  Following up with around 60 article then user will finally see an Email/ Newsletter Subscriptions and footer.

After user interview and competitors analysis, I proposed we should do an “anti-hero” design on homepage. Instead of showing off one (and usually the most recent article) on the top. I designed the homepage starts with 3 articles in a row .








02 - Article Page



We used to have GER article page starts with full width hero image. Following up with article tile, content, more image in full width, tags, related articles, and infinite scroll to more content.

From UX perspective, I always found a webpage with article width more than 800 pixel is hard to read. Also, just to align with my homepage design, I proposed to have article title first then following hero image.






03 - Landing Page









DESIGN

We want the new GE Report be less tech savvy but more life-style. It needs to be cool but not too avant-garde. We determined to create a design that honored the old GE Report and adopt their present strengths. The result is a website with clean, magazine style design with endless opportunities for beautiful imagery to increase the story.

Our redesign embraced the goal of making GE Report a daily tech news destination and to attract more female readers. You can see the strategy in action on new GER below.





01_Homepage


02_Article Page with infinite scroll and sticky bar on right hand side







03_Landing page


04_Search result page






Takeaways



Throughout the project, I worked closely with GE Report team and SJR web team, and without the hard work and dedication they poured into the redesigning process, none of this would have happened.

Here are four achievements I want to share with you:

  • I designed a delightful reading experience that will attract more female readers 
  • We provided the GER team with an article page structure with more flexibility
  • This in turn provides a friendly environment for readers to discover exciting new content
  • The email subscription sign up was introduced, allowing us to stay connected with our readers




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Mark