In early 2012, Code and Theory partnered with Mashable to create the brand’s iPad app.
We architected a process to complete the strategy, design, development and the submission process for the App Store in an efficient timeframe. This process forced focus and prioritization, as well as frequent and honest conversation between partners.
This required a distinct, agile process, one where deliverables were flexible based on time and complexity. The historic trust of Mashable in Code and Theory allowed for a true partnership where Mashable knew we’d be honest on what was achievable and deliver a viable and successful product.
In our define phase, we worked with the client to ensure we were identifying the core audience attributes that aligned with their brand. The attributes of Mashable’s core audience included: 1) readers who want to efficiently consume content and 2) being that Mashable’s audience is one of the most influential and engaged social communities, sharing at any moment of the experience was not only expected, but required. Additionally, we wanted to make an experience that was differentiated from the competition and was delightful to use.
Working with Mashable’s in-house team we began to create a platform, which had both a great user experience and the graceful ability to display advertising. Navigating through the app became seamless with panels and list views for quick scanning of content, and intuitive touch gestures for moving from one article to another. Sharing was also effortless from the headline and article detail level, with easy output to multiple networks and commenting available as an accessible panel alongside the article for quick contextual relevance.
The result was a successful iPad app launch with a meaningful and optimized native experience.