Style Section Relaunch
Innovative collaboration and integration of audience insights into The Washington Post’s signature Style section
Opportunity
Attract a younger, more diverse audience to a modernized version of The Washington Post's Style section. Audience analysis indicated significant interest in style-related content among younger demographics who felt The Post’s current offerings did not fully cater to their preferences for immersive and visually engaging style and trend journalism.
Strategy
A comprehensive overhaul of the longstanding Style section’s visual presentation, content areas, and digital outreach aimed to make the section more appealing and relevant to digital-first audiences, focusing on enhanced user interaction through social media and newsletters.
Outcomes
Total pageviews in the first month post-launch were 13% higher than the median for 2023, reaching 16 million compared to the previous year's 14 million.
The Style Memo newsletter was instrumental in driving traffic, achieving 120K readers shortly after its introduction. This newsletter helped increase email traffic to the Style section from 4% to 20% compared to the previous year. With a focus on expanding its reach, the newsletter's open rate stood at 44%, above average for The Post, though the click-through rate was below average at 1.3%.
A median pageview count of 60-70K per story of 79K and 60K per story, respectively.
My Roles
Accountable for coaching other relaunch team members to stay aligned to audience-powered product strategy; ensuring philosophical decisions align with audience needs and preferences
Responsible for conducting the initial audience analysis; leading the design and implementation of the co-creation sessions; representing audience perspectives in foundational conversations with top editors
Process
Combining quantitative & qualitative research (about Style and more broadly) to lay groundwork for new content & product strategy.
The revitalization of The Washington Post's Style section began with an immersive research phase followed by dynamic co-creation workshops, ensuring the new design and content were precisely tailored to the needs and preferences of a younger and more diverse readership.
Research and planning: The project initiated with a deep dive into the current and potential audience demographics. Utilizing advanced analytics tools and engaging directly with readers through surveys, we collaboratively gathered detailed insights about the younger audience's content preferences and engagement habits. This phase was crucial for identifying key areas for innovation within the Style section. The insights gathered helped to shape the strategic direction for the redesign, setting clear objectives for enhancing user engagement and broadening the section’s appeal.
Design and co-creation: Armed with robust data, we moved into the co-creation phase, which was designed to merge internal expertise with external user expectations. We organized several co-creation workshops that included diverse groups of stakeholders—from Style section editors and designers to a curated group of readers who epitomized our target demographic. These workshops facilitated a collaborative environment where participants could freely share ideas, preferences, and critiques. I played a guiding role in these sessions, helping to steer discussions in a way that balanced editorial vision with audience desires, ensuring that the outputs were both innovative and aligned with user expectations. The collaborative design efforts focused on crafting engaging content formats and a refreshed visual approach that would captivate and retain the modern reader.
Some moodboards built during co-creation with real readers
Consultation during implementation: As the project moved into the implementation phase, my role transitioned to that of a consultant. I provided oversight and guidance, ensuring that the strategies developed during our discovery & generative phases were executed faithfully. Although I was less involved in the day-to-day rollout, I continued to offer strategic advice and supported the team in maintaining the project's vision, addressing challenges, and doing small, u and initial user engagement results.
Through this methodical process of research, co-creation, and strategic consultation, the Style section was transformed into a more engaging and relevant platform for contemporary audiences, effectively broadening its reach and impact in the cultural journalism landscape.
Deliverables I Created
Cross-divisional playbook on how to win with audiences who want lifestyle, trend and entertainment content
Mood boards
Tools I Used
Figjam
Dovetail
Skills I Applied
Product strategy
Content strategy
Co-creation
Data analysis
IA structure & testing
Reflections & Lessons
Audience-Centric Design: This project reinforced the importance of engaging directly with the audience during the design process. The feedback and insights gathered were crucial in crafting a product that genuinely resonated with our readers, illustrating the value of audience participation in driving meaningful innovation.
Empowering Collaboration: The co-creation workshops highlighted the creative potential of collaborative processes. By involving diverse voices from both inside and outside the organization, we tapped into unique perspectives that enriched the redesign, fostering a sense of shared ownership and commitment to the project’s success.
Adaptive Leadership: Transitioning to a consulting role during the implementation phase taught me the significance of guiding rather than controlling. This approach empowered the team to bring their expertise into play while ensuring the project remained true to our strategic vision.
