BlogTalkRadio’s previous site was 6 years old with an outmoded interface and code base that wasn’t serving either its users or the company anymore.
Reviewing Google Analytics, prior surveys and conducting my own current surveys to understand the demographics. From those surveys, I discovered that 45% of our users had a tablet at home. This moved the redesign in the direction of eventually converting the site over to the Twitter Bootstrap framework to accomodate both hosts creating shows and listeners consuming content. I led a paper prototyping workshop with different departments: product design, marketing and engineering to address giving the site a new grid and determining the most necessary content and features to take into the next generation of the listener-facing site.
Iterations & Solutions:
We’re currently rolling out Twitter Bootstrap across the site in stages to respond to our changing demographics with 1.5 year road map. Changes include: reduced category lists; streamlined navigation; rewritten code base; new branding and a new grid system.
Free Host subscriptions increased 35% after the redesign while Paid Host subscriptions increased 16%.