TEGNA is a publicly traded broadcast, digital media, and marketing services company. It reaches 50 million adults on-air and 32 million across digital platforms while providing integrated marketing services to local outlets.
TEGNA had recently moved to a new CMS, and both the CMS and the site design did not offer individual television broadcast stations the publishing flexibility required to deliver the news to local market audiences. The site design was dated, and users were bouncing due to slow load times and poor experiences.
As the parent company of 46 local television broadcast stations, TEGNA required a website framework for its stations that ensured consistency across all experiences while also providing the design and publishing flexibility required to deliver the news to specific market audiences while improving video views and social sharing.
Celerity’s engagement with TEGNA started as a two-month discovery and strategy project and quickly shifted into delivering user research, analysis, strategy, UX, visual design, and an MVP in just 13 weeks. Through seven Agile sprints, Celerity’s multi-disciplinary team worked with over 90 stakeholders to deliver an impactful design that met the personalized content needs of both users and local stations.
Managing stakeholder involvement, participation, and buy-in was key to the project's success. Through surveys and feedback loops, Celerity managed expectations and gained consensus from executive level groups, local affiliates, and content producers.
The design was a sophisticated, clean and modern design aesthetic that would delight existing users and appeal to a new, younger demographic.
Celerity provided TEGNA with an engaging, mobile-first digital experience that uses a modular set of flexible UI components. These allow content publishers to easily build pages to effectively adapt to news cycle and local priorities.
The design provided clear, intuitive navigation, improved overall user experience through customization, guided journeys and less interruptions. Success was measured by a follow-up user survey comparing qualitative feedback and quantitative improvements in scores for rating site experience and discoverability.
The on-site advertising experience was also reimagined to alleviate user frustrations and provide more opportunities for monetization, as measured by increases in total average revenue, total average sell-through and total average effective cost per thousand impressions (ePCM).
TEGNA launched two beta sites in two different markets to allow for feedback and enhancements before rolling out the design to all local stations in the fall of 2017.
Site requirements recorded via spreadsheet
Minimal content taxonomy structure
Inconsistent station site designs
Existent, but under-utilized success measures
Scrum (agile) board developed for optimal site requirement prioritization
Updated taxonomy structure to make it easier for internal stakeholders to tag content
UI Toolkit to allow for cohesive branding
Substantive analytics review performed by Celerity after stakeholders established and ranked goals