Client - The Weather Network
Project - Redesign
Services provided - Strategy, UI/UX, Art Direction, Creative Direction
Challenge
The Weather Network is a renowned market leader that leverages the latest technologies to provide reliable and accurate weather information, available 24/7. However, despite the growing market, TWN was facing low engagement on their digital platforms. This was making it challenging for them to meet their aggressive ad sales targets, and therefore, they needed to find ways to better capitalize on this platform.
Idea
After conducting previous research on the brand, users, and competitors, we carried out internal interviews and interactive workshops with stakeholders for The Weather Network. These activities helped us to identify and prioritize the requirements for content, functionality, and user experience design efficiently.
As we understand that a great weather experience is the main reason why users visit The Weather Network, we adopted a human-centered design approach. We realized the importance of presenting a complete weather "story" and providing an accurate and easily understandable forecast to increase user engagement. We designed an intuitive global navigation and an immersive experience to encourage exploration. Additionally, we improved the display of weather information to make complex forecast data more easily understandable.
Result
The client and user love the much-improved experience, which has resulted in a 45% lift in ad revenue dollars per week.
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