Mashable

Mashable.com

As Mashable had become the foremost source for news on the rapidly changing landscape of the web – and which served the world's most socially connected audience – we felt we could assist in developing innovative features to help visitors connect with trending stories through mobile, social and visual means.

The team at Mashable identified three predominant types of users who were visiting the site and we adapted the feed delivery to a three-column layout, which was powered by Mashable’s proprietary Velocity technology, which predicts and tracks the viral life cycle of a story.

Code and Theory visualized this unique data on the homepage of Mashable, which was divided into three distinct columns.

  1. For users who want the top headlines of the day the “What’s Hot” column surfaces the biggest headlines.
  2. For readers visiting the site looking for trending articles to read “The Next Big Thing” column surfaces about-to-trend stories, as identified Velocity technology.
  3. For readers who want the newest content, a pure time-based feed was created so they could read all their industry news as soon as it was released.

A story then shifts from one column to the next as it continues its viral lifecycle.

Ec73de92691ca8999d115e4748534fbeda56ed45
2aeb708c4a095c40bacd1a1f76811f9a62344cb1

With Mashable readers on the front lines of the digital revolution, the new site features a fully responsive design that delivers an optimized reading experience across every screen – from desktop to tablet to mobile phone. Each of the three columns serves content as an infinite scroll of stories, which creates a frictionless and highly visual content discovery experience, complete with integrated dynamic ads that look great on every screen.

Given that social was such a significant driver of inbound traffic we wanted to ensure that the attention placed on the home page wasn’t lost as readers entered via the article page. With a feature we’ve come to refer to as the “transporter module” (where the bottom of the page scrolls into the top of another page) on Mashable, a visitor who reaches the end of an article automatically is scrolled into the section page from where that article lives.

Bringing the site’s social integration full-circle, we built in the ability to share not only whole articles but also individual elements of a story. Visitors can share “micro-content” – interesting quotes, images, or videos.

Pete Cashmore called the new Mashable a “faster, simpler and more enjoyable way to consume the news.”

Continue toThe Things We MakeProject

Defining the Route of Fashion

We are shaping the digital transformation of the industry by creating strong connections between audiences and brands.

Gawker 2
Bustle Digital Group - Gawker

Gawker | Don't call it a comeback.

An entertaining and engaging experience, all while still bringing a touch of class and sophistication.

Read More

Evolving the Financial Services Model

We’re transforming an antiquated industry through cutting-edge design and driving the future of finance forward.

Spotify Feature
Spotify

Artists don't just make art. They make money too.

Building a bigger funnel to help artists grow on Spotify.

Read More
College Board| Positioning the College Board as an Integrated Partner for Students

Transfiguring an integrated student, parent and educator experience

<p><strong>Transfiguring an integrated</strong> student, parent and educator experience</p>

Transfiguring an integrated student, parent and educator experience.

Read More
Rally| Elevating The Site Experience For a Crypto Pioneer

Elevating The Site Experience For a Crypto Pioneer

<p><strong>Elevating The Site Experience</strong> For a Crypto Pioneer</p>

Elevating the site experience for a crypto pioneer.

Read More
Coned Additional
ConEd

Building a future vision for Clean Energy in New York

ConEd tapped us as AOR to lead an integrated, purpose-driven marketing partnership to educate a multitude of audiences

Read More
  • A new brand strategy that ties ConEd’s clean energy vision to its purpose
  • An integrated creative campaign to showcase ConEd’s clean energy vision to its customers
Award WebbyW3 0031Ad Age 0023

Recognition

  • Code and Theory

    Webby Awards

    2022 Best Magazine – Websites and Mobile Sites
  • Code and Theory

    W3 Awards

    2021 Best in Show General Websites-Associations
  • Code and Theory

    Ad Age

    2020 Agency A-List

All Work

Get in Touch

  • Find Us

    One World Trade Center,
    62nd Floor

    New York, NY 10007

    More Offices
  • Work With Us

  • Press

  • Careers

    See All Open Positions

Continue toSays a LotThe Things We Make

Says a Lot —

Latest

News — 

Code and Theory’s Dan Gardner named Campaign US 40 Over 40 honoree

News — 

AIGA Eye on Design | The Era of Rebellious Web Design Is Here

News — 

Webby Awards | Code and Theory Named Webby Winner in 26th Annual Webby Awards

News — 

The Drum | Adland's reaction to Musk's $44bn Twitter deal: 'a major disruption to its ad business'

News — 

ESPN | Washington Commanders: Inside the NFL franchise's search for a new nickname and logo

News — 

The Washington Post | Becoming the Commanders: How Washington's NFL team found its new name

News — 

Ad Age | Washington Football Team Becomes the Washington Commanders

News — 

The Washington Post | The Washington Football Team's 18-month rebrand was extensive. Now the hard part begins.

Get in Touch

  • Find Us

    One World Trade Center,
    62nd Floor

    New York, NY 10007

    More Offices
  • Work With Us

  • Press

  • Careers

    See All Open Positions