TEGNA

Creating a Centralized CMS for 39 Local News Stations

1

The Challenge

Code and Theory needed to work with TEGNA to create one integrated CMS, allowing editors to access one, multiple, or all stations to create, curate, publish, preview, and share content in an efficient and timely manner.

2

The Solution

A Fresh, Intuitive Interface with Integrated Media Editing

In the breaking news industry, every second counts when it comes to content production. Newsrooms need an efficient and intuitive interface for both uploading images and videos, creating articles and galleries. We created an upload flow that allowed editors to quickly assign the correct metadata and copyrights to either singular media, or to entire galleries at once. It also allowed them to make edits to any given piece of media right within the CMS, rather than disrupting their workflow to open up a separate image or video editing tool.

Data Driven Content Recommendations

Editors also needed a way to determine which content already produced by other stations would be a good fit for their own station’s audience. We solved this through designing a dashboard that ingests data from various analytics platforms and calculates a “Tegna Value Score” for every story. The score was comprised of the four core business metrics Tegna focuses on: visits per visitor, video views, social interactions, and monthly uniques.

The dashboard would then use this shared score to rank stories from across the entire Tegna network, filtering out any stories that a given station had already published — resulting in a data driven, personalized list of stories that a station should consider publishing.

Headline Testing at a Scale

Another key solution was to integrate strategic insights within the platform. Instead of just supporting teams in their efforts to complete their work, the CMS actually drove the work to be better, improving core business metrics.

By integrating A/B testing with the content creation process, editors could input multiple headline options for a single story within their native workflow, without the extra effort of exiting to login to a separate tool. This allows for more headline tests to be run than when editorial teams were forced to use a separate tool. Once each test is run, the winning result is distributed throughout the entire network to every station that has published that story — multiplying the effects of the winner.

3

The Results

30% Satisfaction for Lakana

81% Satisfaction for TEGNA One

It's truly a transformational initiative for TEGNA and I can't wait to see the designs come to life in our new CMS over the next few months. It's going to be a huge win for us."
TEGNA Chief Digital Officer
Screen Shot 2019 01 04 at 12 53 00 PM
Meta Image 1200x627
Amazon

Ads that work as hard as you do

Code and Theory developed the integrated, global campaign connecting Amazon Ads with small businesses everywhere.

Read More
  • Proved Amazon Ads are made to match the right person, with the right business, right away.
  • Doubled traffic to Amazon Ads' dot com destination.
  • Produced a global, integrated campaign in less than six months.

Driving B2B Growth

Partnering with some of the world's largest companies to fuel their business-to-business expansion.

Evolving E-commerce to Fit Modern Audiences

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

Leading With Empathy and Inclusivity

Having deeper conversations, widening the funnel, and driving innovation with an inclusive-first lens.

Screen Shot 2023 03 01 at 11 14 04 AM
Marriott Bonvoy

Reimagining Marriott Bonvoy as a Hub for Travel and Commerce

Evolving Bonvoy’s design system to be more modern and immersive while staying true to the core strong brand identity.

Read More
  • Mobile-First
  • Contextualized Conversion
  • Flexible Design and Content Systems
Black BoxBlack BoxBlack Box

Recognition

  • YETI x Code and Theory

    Innovation by Design

    Best in Marketing
  • Code and Theory

    Innovation by Design

    Design Company of the Year
  • Code and Theory

    Ad Age

    Agency A-List
Untitled design
Allspring

Speed to Market for a Portfolio Optimization Tool

Crafting a UI for a complex product through user input and clear data visualization.

Read More
  • Improving workflow processes through enhanced user interface design
  • Clear and simple data visualizations for complex data sets
  • Designing a roadmap to continue to iterate and optimize the product on a rolling basis post-launch

All Work

 2023

Says a Lot —

Latest

News — 

Code and Theory, a Stagwell (STGW) Network Company, Named Ad Age Business Transformation Agency of the Year

News — 

CampaignLive | Behavior as a prompt: Why AI’s ability to anticipate will change business forever

News — 

Code and Theory Wins Three Drum Awards For AI, Creativity, and UX with YETI and Tipico

News — 

Under Armour Launches UA Rewards with Masterclass-style Video Series, in Partnership with Code and Theory

News — 

Figma Names Code and Theory as Launch Partner in New Service Partner Program

News — 

Scout by Sutter Health™ Launches an App Focused on Resilience Building for Youth and their ‘Champions’, Built by Code and Theory

News — 

Code and Theory Network Wins Six W3 Awards

News — 

Facing the Future: A Guide to AI and Design Transformation