Weather

I was part of the core experience squad as a product designer and was responsible for defining the new experience information architecture along with a content strategist and lead designer.

Context

This initiative was driven by a dual objective: aligning with business goals while significantly enhancing user engagement and satisfaction through a meticulously redefined information architecture.

Identifying

Problems

Preliminary user research, encompassing focus groups, usability testing, surveys, and data analytics, uncovered significant user experience challenges. Users frequently struggled to locate desired information, often disengaging mid-interaction. The pervasive presence of advertisements compounded these issues, further detracting from the user experience and obscuring immediate access to vital weather forecasts.

Aligning Business

Objectives &

User Needs

Understanding the business goals

In-depth stakeholder interviews across marketing, editorial, engineering, and revenue divisions informed a comprehensive understanding of business aspirations, including leadership in the weather industry, maintaining a top-ten trust ranking, boosting editorial engagement by 5%, modernizing the user experience, and attracting a demographic of young, tech-savvy individuals.

Understanding the business goals

In-depth stakeholder interviews across marketing, editorial, engineering, and revenue divisions informed a comprehensive understanding of business aspirations, including leadership in the weather industry, maintaining a top-ten trust ranking, boosting editorial engagement by 5%, modernizing the user experience, and attracting a demographic of young, tech-savvy individuals.

Understanding the business goals

In-depth stakeholder interviews across marketing, editorial, engineering, and revenue divisions informed a comprehensive understanding of business aspirations, including leadership in the weather industry, maintaining a top-ten trust ranking, boosting editorial engagement by 5%, modernizing the user experience, and attracting a demographic of young, tech-savvy individuals.

Understanding the user needs

User interviews and surveys shed light on primary user intentions:


  • Accessing weather forecasts for planning purposes

  • Understanding the impact of weather on well-being

  • Consuming weather-related news

Understanding the user needs

User interviews and surveys shed light on primary user intentions:


  • Accessing weather forecasts for planning purposes

  • Understanding the impact of weather on well-being

  • Consuming weather-related news

Understanding the user needs

User interviews and surveys shed light on primary user intentions:


  • Accessing weather forecasts for planning purposes

  • Understanding the impact of weather on well-being

  • Consuming weather-related news

Competitive Landscape & Gap Analysis

Competitive Landscape & Gap Analysis

A thorough SWOT analysis of both our product and competitors' offerings highlighted areas for improvement and innovation. This exercise was instrumental in identifying outdated components and performance issues, paving the way for targeted enhancements.

A thorough SWOT analysis of both our product and competitors' offerings highlighted areas for improvement and innovation. This exercise was instrumental in identifying outdated components and performance issues, paving the way for targeted enhancements.

A thorough SWOT analysis of both our product and competitors' offerings highlighted areas for improvement and innovation. This exercise was instrumental in identifying outdated components and performance issues, paving the way for targeted enhancements.

We successfully redefined the

information architecture by leveraging the

insights gained through extensive research

and analysis. This new structure

was validated through tree testing, ensuring

alignment with both user needs

and business objectives.

Solutions

Solutions

The redesign strategy introduced a series of pivotal changes

The redesign strategy introduced a series of pivotal changes

01

The establishment of a "Today" page as the primary landing experience to provide immediate weather forecasts.

The establishment of a "Today" page as the primary landing experience to provide immediate weather forecasts.

The establishment of a "Today" page as the primary landing experience to provide immediate weather forecasts.

02

The integration of advanced filters and sorting mechanisms in the Videos and News sections.

The integration of advanced filters and sorting mechanisms in the Videos and News sections.

The integration of advanced filters and sorting mechanisms in the Videos and News sections.

03

The introduction of user Profiles for personalized content, including interests, notifications, and places.

The introduction of user Profiles for personalized content, including interests, notifications, and places.

The introduction of user Profiles for personalized content, including interests, notifications, and places.

04

The optimization of advertisement placement and technology to minimize user distraction and enhance content relevancy.

The optimization of advertisement placement and technology to minimize user distraction and enhance content relevancy.

The optimization of advertisement placement and technology to minimize user distraction and enhance content relevancy.

05

A focus on wellness forecasts to address the impact of weather on user well-being.

A focus on wellness forecasts to address the impact of weather on user well-being.

A focus on wellness forecasts to address the impact of weather on user well-being.

06

The adoption of user-centric labeling and consistent, relevant data presentation.

The adoption of user-centric labeling and consistent, relevant data presentation.

The adoption of user-centric labeling and consistent, relevant data presentation.

Outcome &

Impact

Findability

Findability

Enhanced navigation resulted in users locating desired information with greater ease and intuition.

Enhanced navigation resulted in users locating desired information with greater ease and intuition.

Findability

Enhanced navigation resulted in users locating desired information with greater ease and intuition.

Engagement

Engagement

There was a noticeable increase in time spent on articles, videos, and radar features.

Engagement

There was a noticeable increase in time spent on articles, videos, and radar features.

Takeaways

Takeaways

The comprehensive redesign of The Weather Channel's digital experience underscores the critical importance of aligning product design with both strategic business objectives and deep user insights.


This case study exemplifies how a structured, user-centered approach to information architecture can profoundly transform user engagement and satisfaction, setting a new standard for excellence in digital weather services.

Relevancy

Relevancy

Content personalization significantly increased the perception of relevancy among users.

Relevancy

Content personalization significantly increased the perception of relevancy among users.

Satisfaction

Satisfaction

User satisfaction ratings significantly improved, reflecting the positive reception of the redesigned experience.