The vision was to design and develop a high quality editorial experience fueled by the voices of its readers and that reacts to the community as quickly as it reacts to news world. This shared vision would become Pride.com – the first ever experience where news and community come woven together in a single integrated digital experience
With the expectation set, design and strategy joined forces to get smart about LGBT millennials and the digital publishing industry. A few things stood out:
1. Content should be trustworthy and memorable.
Peer-recommended and user-generated content trumps all traditional forms of media with regards to being trustworthy and memorable to Millennials. This was critical to how we would approach the user experience of the site. (New Study on Millennials and UGC, Business Wire, 2014)
2. Sharing is everything.
We’d build our content strategy around this community’s craving for bite-size content that’s immediately shareable and directly relevant.
3. Navigation should be a breeze.
Navigation and exploration of content had to be simple and fun. The foundation for this was defined in our content strategy phases but came to life with the bold typography and defined color palette in the design phase.
After learning everything we could about LGBT millennials, we began the design phase