TODAY.com becomes a leading digital lifestyle destination
- ClientNBC Universal
- IndustryMedia & Publishing · Media & Entertainment
- ServicesCustomer Experience · Branding
- CapabilitiesCustomer Experience · Brand Transformation Strategy · Editorial content strategy & operations
Reimagined Today.com as an all-day lifestyle destination
Over the course of a year, Code and Theory partnered with NBC News to reimagine Today.com as an all-day lifestyle destination. In this engagement, we’ll share how close collaboration shaped the approach, the key workstreams that guided design and development, and the outcomes that helped the site better reflect the energy of its content.
What We Did
Reimagined Today.com over the course of a year into an all-day lifestyle destination through close collaboration with NBC News
Launched a fresh, invigorating redesign on August 10, 2018 to better reflect the energy of the content
Unified original digital stories with daily Today show coverage in a single, elegant experience that serves both audiences
Improved site hierarchy, navigation, and cross-platform way-finding to create a seamless experience and unlock new opportunities for editors and advertisers
Balancing Broadcast and Digital Content
Today.com needed an elegant way to showcase both their original digital content and daily content from the Today show. The Today show has a loyal fan base of viewers, so creating an experience that felt familiar to fans, but still brought differentiated content, was top of mind. Our strategy implemented product offerings, contests, and giveaways to drive conversion and bring these loyal TV viewers online.
Enhancing Navigation and User Experience
We established a clearer hierarchy on the site, improving ease of navigation. Along with engaging new hero treatments and way-finding design, we created a seamless cross-platform experience that opened new possibilities for editors and advertisers alike.
On August 10, 2018, Today.com went live with this fresh and invigorating look.
Key Takeaways
Transformed TODAY.com into an all-day digital lifestyle destination that matches the freshness and energy of its content
Delivered a fresh, invigorating experience that went live on August 10, 2018
Unified original digital stories with daily TODAY show coverage in a single, elegant experience that serves both audiences
Improved hierarchy, navigation, and cross-platform way-finding to create a seamless user experience and open new possibilities for editors and advertisers
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newbiz@codeandtheory.comCode and Theory is a proud member of Stagwell Group. Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com
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