We started with a navigation structure that drives traffic with intuitive organization and straightforward labels. With a focus on content, the homepage provides multiple pathways to stories, special features and multimedia. By introducing the “Out and About” area we highlighted the Blade’s popular coverage of DC arts and nightlife content. With a focus on community, the homepage integrates article sharing and Facebook Connect prominently.
Within the articles, cross promotion and community were critical. We incorporated related content strategically, integrated user comments and encouraged sharing on social media sites.
Visually, we implemented a simple, clean approach that makes content the focal point. And we extended the new Blade logo and design elements from a newly designed print version to give users a consistent experience -- however they access the Blade.