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People of the Year: The Most Influential People in Israeli Tech

My role: Ux, Ui

Platform: Responsive Minisite

General

A bit like the famous Time Magazine's "People of the Year", Geektime celebrates the end of the year by picking the 10 most prominent people in technology. The project is presented on the Geektime site that has exceptional exposure. The first version of the project was publish at the end of 2013, and this how it look liked:

The most Influential people article 2013

2017 Version:

I got involved in re-thinking the design for the project in 2017. The requirements were:

  • Present results in four categories (developers, designers, marketing directors and product managers).

  • The results will be published over four days, one for each category.


Our goal was achieving maximum exposure by better visibility and easy sharing.

1# Article Vs. Minisite

​Before I got involved, Tech People of the Year was published as a series of articles on Geektime's main news site. Each article had a list of the ten winners, with a few paragraphs and some pictures for each one.

 

I felt that this format did not communicate the amount of work put into the project, and importance we wanted people to attribute to the results. It was too similar to a Buzzfeed-style "10 most adorable cats" post.

 

I suggested to the editor rolling out a minisite for the project. In addition to giving it the prominent place it deserved, a minisite would:

Article

Minisite

VS.

2# Minsite Structure

 

We picked a mobile first approach since most people read Geektime on smaller screens.

 

The challenge was to design a mobile homepage that allows users to

  • Understand the importance of the project

  • Understand what are the categories

  • Navigate to all the winners

I researched similar projects around the world: Time Magazine's People of the Year, Forbes' 30 under 30, and Globes' Influential Women of the Year.

I sketched two possible layouts, and together with the editor and writers we decided to take Forbes as inspiration - the sketch on the right.

 

This structure shows both the text and the categories without scrolling. This was especially important because:

 

  1. When scrolling is available, people tend to skip the text at the top and quickly scroll down. We wanted the reader to longer a little more, in order to encourage them read both the text explaining the project, and considerations in selecting the winners.

  2. Since a new category was made available every day, the categories had to be prominent so people can easily  access the newly added category.

3# Navigation

In order to increase dwell time and exposure, we wanted to encourage readers to navigate through from one person profile to another.

 

Challenge:

To ensure continuity in reading, so that when a read is done reading one page they will move to reading the next one.

THE

WINNER

The solution

We needed to levels of navigation: to profiles in the same category, and to profiles in different categories.

Current profile's text

Other profiles in the category

Other categories

4# Share it

 

Another way of increasing exposure to the project was by encouraging sharing on social media.

 

Challenge:

Encourage readers to share, making sure the CTA is visually clear

Share buttons - first design

Problem:

From feedbacks to an Invision mockup I learnt that people found the initial design confusing. The social media icons were assumed to be links to the social media profiles of the person discussed, rather than sharing links.

 

Solution:

A single unambiguous sharing button. When this clicked the reader can then choose where to share.

Share buttons - Solutions

5# Ui, Visual Language 

 

This was a first editorial minisite created by Geektime separately from the main newssite, and an opportunity to refresh design principles. I had two different visual design ideas:

Photos

 Vector Illustrations

THE

WINNER

The main site uses photos as main visual language. I decided for this minisite to use vector illustrations instead. Using vector graphics is becoming more common and so it gave the site more up-to-date feel. It is also a little more light-hearted, communicating to people that while this was a serious project, it was also meant to be fun.

The Results

Instgram story