Project Overview
Developing the UX strategy to create a video-only article template that would allow the video editorial team to publish standalone video content without the need for accompanying full-length articles. This initiative aimed to increase the volume of video publications, improve user engagement with video content, and provide new opportunities for sponsorship and advertising.
Type
Dedicated Video Article Template
Role
Product Manager, Research, and UI UX Design, Strategy
Platform
Responsive Web
Design Tools
Figma
Role and Responsibilities
In my dual role as Senior UX Designer and UX Product Manager, I was responsible for:
Strategic Planning: Developing a strategy to integrate video content more effectively into TIME.com's existing infrastructure, aligning with business goals to boost video ad revenue.
User Experience Design: Designing the video article template to ensure a seamless and engaging user experience, consistent with TIME.com's design language.
Cross-Functional Collaboration: Coordinating with development teams, editorial staff, and video production units to gather requirements, brainstorm ideas, and ensure cohesive implementation.
Content Management: Overseeing the management and organization of video content within the new template to optimize discoverability and user engagement.
Challenges and Solutions
Design Consistency
Challenge: Ensuring the new video article template aligned with existing article templates to maintain brand consistency.
Solution: Applied TIME.com's design styles to the new template, creating a cohesive visual experience across all content types.
User Engagement
Challenge: Encouraging users to engage with additional content after viewing a video.
Solution: Integrated video and article recirculation units within the template to suggest related content, enhancing user engagement and time spent on the site.
Monetization Opportunities
Challenge: Developing a product that could be easily sold to sponsors and advertisers.
Solution: Designed the template to include sponsor logos and customizable sections for specific topics, providing attractive opportunities for advertisers.
Content Publishing Efficiency
Challenge: Accelerating the publishing process for video content, especially during live events.
Solution: Enabled the Video Editorial team to publish videos directly using the new template, reducing reliance on the Editorial Department and speeding up the distribution to platforms like YouTube and social media channels.
Outcomes and Impact
Increased Video Publications: The introduction of the video article template led to a 45% year-over-year increase in video publications, surpassing the initial goal of a 15% increase.
Enhanced User Engagement: Users experienced improved navigation and discoverability of video content, leading to higher engagement metrics.
Revenue Growth: The increased video inventory and new sponsorship opportunities contributed to a significant rise in video ad revenue.
Improved Content Distribution: The streamlined publishing process allowed for faster dissemination of video content across various platforms, enhancing TIME.com's digital presence.
Conclusion
By leading the design and implementation of the video article template, I facilitated a substantial enhancement in TIME.com's video content strategy. This project not only increased video publication frequency and ad revenue but also improved the overall user experience, reinforcing the importance of user-centered design and strategic product management in digital media.
Live Example:
