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A Few Words About Our New Look

Posted by: John A. Byrne on June 25

Today we debut a newly redesigned home page, the first in a series of major improvements to BusinessWeek.com that will roll out over the next few months. A full year in the making, our new look represents a massive effort to increase our usefulness to you, to make our site more vibrant and more focused on need-to-know breaking business news. We think this next generation home page makes for a fresher, more dynamic, more modern and less-cluttered appearance.

What hasn’t changed is as important as what has: our commitment to the highest standards of journalism and our goal to create a site with the deepest and most meaningful engagement of its readers. We remain devoted to thorough reporting, analytical thinking, superb writing, and seriousness of purpose. Our journalism is fair and dispassionate, based on expertise and insight as well as access to business thought leaders and newsmakers. And we maintain our focus on improving the craft of journalism by both engaging and collaborating with our readers. To us, that last thought is far more than words on a computer screen. It’s our purpose and our promise.

We started on this journey a year ago from a position of great strength, with the largest audience in our history. Today BusinessWeek.com has more than 50 million monthly page views and some 10 million unique visitors worldwide, up 24 percent in 2008. Our reader engagement index has shown a 31 percent increase in the past year, with a 50 percent rise in reader perspectives on stories and a 43 percent increase in reader insights on our blogs.

When deputy creative director David Sleight wrote the creative brief for this project in July of 2008, he noted the following objectives: To increase repeat visits to the homepage, to drive more traffic from the homepage to the rest of the site via improved navigation, to clearly communicate BusinessWeek.com offerings and special features through intelligent use of navigation and page layout, and to focus the homepage offering on our core audience of global business professionals and their destination mindset.

David worked with the New York-based design firm Behavior to meet these goals. Their ideas were informed by market research, focus groups, passionate discussion, and the collective gut of many stakeholders. The result is a design we think you’ll like and enjoy.

Here’s what is new and improved:

• Increased news and analysis on the most important breaking stories of the day in business. We hope this new emphasis on providing analysis and insight on the crucial up-to-the-minute stories will encourage you to come back to our site throughout the day.

• Expanded coverage of the stock markets around the world with more detailed data on the companies that are making news in the U.S., Europe and Asia.

• A Business Exchange window to see what our users are reading and how they’re reacting to stories on more than 1,500 topics, from commercial space travel to Starbucks, from around the web.

• A video player to highlight the vast amount of video storytelling, commentary and interviews we do on a daily basis.

• A feature strip (we call it the belly band in-house, because it rests toward the middle of the home page) to promote our blogs, special reports, stock snapshots, multimedia, and reader engagement initiatives.

• A refined navigation bar at the top of the page that focuses on core business coverage from finance to management, more quickly allowing you to get to the information you want and need.

There’s more to come in the following weeks. Within the next month, we’ll launch two new mobile apps, one for the iPhone and another for the BlackBerry. By early fall, we’ll have redesigned all our channel homepages for our core coverage, from technology to small business. And by year-end, we expect to debut new story pages with better user engagement and collaboration features. (Please post a comment and let us know what you’d like to see on that front.)

We hope you agree with us that these changes will vastly improve the user experience—your experience—on BusinessWeek.com and we look forward to your feedback here.

Enjoy!

Reader Comments

unknown

June 25, 2009 12:09 AM

I think it looks great!

Jeremy

June 25, 2009 12:10 AM

Your CSS is all messed up in Safari... Half the page is blank! Other browsers, even worse display errors. Would have expected this would not make it past the dev team on such a high-profile endeavor.

Brad

June 25, 2009 12:19 AM

Looks good, but the top of the page turns into a gigantic dark gray bar (Firefox on a Mac with ad blocking enabled). There's either a huge banner ad embedded in your homepage header (not cool), or a graphic the ad blocker thinks is an ad (not cool).
Please keep that cleaner so it's easier to navigate. Thanks!

JGBell

June 25, 2009 12:51 AM

While your new main page is tolerable, when we open any/all articles, including YOURS, we find the article mid-page with a left margin list of whatever subjects both above and below your article. Massive waste of space = room for more income generating adds.
Use it or lose U.S.

Kirit Lad

June 25, 2009 12:57 AM

On one of the pages in your website I was hovering my mouse pointer over the top main topics like Home, Technology, Innovation, etc and each was showing a list of subtopics. I saw that the Verizon ad kept hiding the subtopics as i hovered over the main topics.

Kirit Lad

June 25, 2009 01:01 AM

I do not like the way advertisements fly over the news topics i am reading.

chris dollard

June 25, 2009 01:06 AM

love it, but it's not compatible with OS X Camino, a popular Mac browser. The microsoft heading is out of whack on your lead story.

Levi

June 25, 2009 02:26 AM

This redesign is terrible. Its not even REMOTELY easy to navigate, all the main page stories from your old website are now in different sections meaning I have to hunt for some articles that may catch my eye.

Thanks but I'll be going to your competitors. At least their not going after the "facebook" look. Cluttered and confusing.

leon Harrow

June 25, 2009 07:07 AM

On the home page you had summaries of news items on the left hand side listed in time order. If you clicked on more you would get multiple screen of new briefs that occurred yesterday. Even though most of it was a series of repeats it was helpful in planing a day.What was this removed and i feel very strongly it should be given back and improved by getting rid of the repetition. Thanks

Jay Walker

June 25, 2009 09:18 AM

The best I can say about the new web design is that it isn't as bad as the new MarketWatch. Some of the "clutter" you removed were stories I might not have thought to read had they been buried under the de-cluttered surface.

One irritant is the roll-over pop-ups that block the stories below the menu. I'm strong enough to click someting I want to open. Still, the whole ting isn't as bad as it could have been...

Mike

June 25, 2009 09:18 AM

How about changing the font on the site? I cannot stand it.

Karl

June 25, 2009 10:28 AM

I'll be spending most of my time at CNNMoney.com now because I don't like the "new look". It was fine before. Oh well, another good thing goes bye-bye. Have a good summer everyone!

David Churbuck

June 25, 2009 10:39 AM

What's the underlying platform and CMS?

Brad

June 25, 2009 11:10 AM

Came back this morning and the new page feels too much like the table of contents in your print edition. One VERY LARGE STORY on top and then scroll way way down to the bottom to find the rest of the news (assuming there is any).
It's set up a little bit like the NY Times page, which is decent, but again too much like print.
I'd like to see more emphasis on the content, instead of having to seek it out at the bottom. And if you're emphasizing more current news then adopt more of a blog style, most recent item on top. Maybe keep your "top story" off to the left or something.
And again this morning the top 1/3 of the screen is taken up by an ad and the thick gray header you've built. You're burying your content. Hint -- don't do that.

Brian

June 25, 2009 11:30 AM

I'm sorry but the new site is not easy to navigate. the old site was a lot easier with less clutter. I like how the old site had everything broken into there appropriate sections and how the breaking news was split from the others.

Dana

June 25, 2009 11:32 AM

As mentioned above, someone needs to test the site with browsers other than IE. I'm using Chrome and the top half of the page just shows links along the left edge - you have to scroll down quite a bit to get to content.

Eric

June 25, 2009 11:56 AM

Thanks loads for 'improving' things. I thought only the dips at microsoft did such things, but I guess the disease is spreading. No, I don't like it. Very clunky and unpleasant to view. Definitely not 'Businessweek'. The geniuses at Newsweek 'improved' their print version in a similar way and I won't be renewing my subscription there when it runs out next week.

Whitney

June 25, 2009 11:56 AM

As one of your younger readers, I think the new design is great! Seems like some people find change difficult but the site is definitely less cluttered. Navigation is easy, text is nice and simple - I will definitely continue to visit. Can't wait for the apps in the fall.

Pat S.

June 25, 2009 12:14 PM

As a veteran of lots of redesigns, this one is pretty good, even if the top of the page feels pretty heavy now. I'm using Firefox and things look fine. As for everyone saying "This is too hard to navigate" -- you'll get used to it, just like users always do.

Mike

June 25, 2009 12:17 PM

I'm not a fan of the new design. It has many view flaws that should have been tested and corrected before rollout. In addition, you lost a lot of good information on the homepage that is more difficult to find now. I would suggest moving back to the old system until the kinks are truly worked in this one!

Contro

June 25, 2009 03:28 PM

faster scrolling on the feature strip please and the ability to see everything on the feature strip on one page would be so usefull

Contro

June 25, 2009 03:28 PM

Faster scrolling on the feature strip please and the ability to see everything on the feature strip on one page would be so useful.

Norbert Mayer-Wittmann

June 25, 2009 09:30 PM

Several things:

1. whatsyourstoryidea is not easy to find - your own site search did not find it. Neither that, nor "John Byrne Blog" :/

2. Too much multimedia / flash design, not enough permalinks

3. Too much doubleclick

4. Screen real estate above the fold is wasted.

5. Too much information (on homepage)

WRT combination of content with advertising, see http://gaggle.info/post/141/on-the-web-its-freedom-2-publishing-0 (the bifurcation of ads vs. content seems very "old media" [anachronistic]).

Not have read any of the above comments, I would (if I were you) halt the present redesign and start over. Actually EBRACE the ethos of the web, instead of simply taking baby steps in the general direction. It's time to completely break apart from the old-world chains of old media + advertising agencies like Doubleclick (GOOG).

Redneck

June 26, 2009 01:17 AM

I think the old design was much better. It was less cluttered and the title fonts were hierarchied in size by importance and relevance to the magazine theme, while their no-nonsense style of big fonts on a white background made life easier - that is what made Google what it is, not the its purported competence. The new design looks older than the previous one, more cluttered and difficult to navigate, though I understand an effort has been made to put more info on the front page. Also, why have you buried the link to the feedback page in the middle of a video? I spent a lot of time searching for it, maybe you should put it in a profound place in the main page?

Mamat Rohimat, S.E., M.M.

June 26, 2009 06:13 AM

I like this website!It is elegant!Your site also give us a chance to talk our ideas or comments.


Mamat Rohimat
Founder The Great Investor

Rodney

June 26, 2009 08:12 AM

Generally nice, although the lower section, below the center bin, where the different sections are listed, have a disorderly look. I would suggest to have the two items with pictures on the first column, and the sectional content on the second and third columns.

Hugo van Randwyck

June 26, 2009 03:00 PM

Hello John. Just my 2 cents. First when i saw the new page i didn't like it. It looks sombre, with all the dark colours, and it looks like it has lost some of it's optimism, approachability, openess and entrepreneurialism. Then i looked at the tool bars at the top, and i really like this as it allows for quicker access to a lot more info, without needing to scroll on any particular page. I suppose i like a lot more features/articles on the home page, at the top - i like what your writers have to say, and also all the varied responses from readers, as well as keeping up to do date with news, also keeping up to date with people's opinions and how they see facts and figures. So yes, i liked the articles, with sub-headings for other articles. It feels like the homepage has shifted to people who buy and sell wealth, and less those who create the businesses - this is just my feeling. The band allows for more info, though i would like the option of 'stop' and 'start'! What is really great about the website, is being able to read the magazine in print, with the website, i can also hear/read also other people's opinions. I also preferrd the lighter blue colours, than dark type font. Okay, i also would have preferred Jim Collins had a more positive cover for his new book.... everybody has different views! I like the video you did explaining the changes, it helped me see the reasoning behind the changes, and benefits for readers. You've obviously done a lot of research on varied readers, and potential new readers, i wish every success with the changes. Good for BW for trying new ideas, options, innovations. It's change, let's see how things go.

Dave Mason

June 27, 2009 07:23 AM

My comment is not related to your redesign per se but more to the fact that asking for feedback in this way is old school. The web allows continuous feedback and continuous redesign, so why not take advantage of both? Companies like OpinionLab provide technologies that collect quantitative and qualitative feedback that can be sorted and distributed to the people who need it most, and make feedback/redesign a process rather than a project.

portlandgirl

June 27, 2009 08:54 PM

Why did you hide the b-school section? It's one of the few unique things on the site and it's so hard to find now.

Hugo van Randwyck

June 29, 2009 07:23 AM

Hello John, some more thoughts. Does there need to be only one design/layout? With computers, there is Apple or Windows, even with laptops there are lots of designs, same with cars. Would an innovation be different options to click on? Maybe a BW1 and even BW2. Different readers could prefer different layouts. Another thought, in different spiritual traditions they believe there are energy centres in the body. The old design had a flow from top to botton, including different groups. Maybe the new design, with darker colours at the top, middle and bottom are reflective of what people/businesses could be experiencing, including the emotional rollercoaster. All the best with the innovations. Maybe this is BW's own stimulus plan - hopefully better than the Washington version! :)

gloria

June 30, 2009 04:34 PM

Too much stuff is too hard to find and there's too much stuff that's static. I keep on seeing the same stuff in the row of pictures half way down the page (more than halfway), except for featured users. Why not feature more stories? Users need something to use. Any why is so much stuff SO GIGANTIC? Like the first story and the video picture? Give us a break!

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