Content Decoded

CNN launched a new site redesign Oct 26. The new CNN site  prioritized content by focusing on three central themes photography, videos and social networking.I usually have an optimistic outlook towards companies that are trying to be better and provide a better experience for the customer. I am never the first to dismiss attempts at redesigns, new services or new innovations. So apart from the more obvious features re-design features, three learnings emerge from the site re-design that I think are worth paying attention to.

Advertising is integrated seamlessly within the content

The home page is clearly divided into three content areas: photography, video and advertising. However, by giving content and advertising the same design treatment, CNN has managed to make advertising not look “ugly” and “pretentious.”

Even in the Editor’s Choice section below, see how beautifully a Lexus commercial is inserted in with the other content pieces.

Content is merchandised on the new CNN.com – not simply packaged.

CNN has taken a page from e-commerce websites. Each story, after all, is a product. I’m very interested in learning how some of these newer features fare but I like how even though as a user, I’m not “shopping” for stories, I now have the ability to save them, follow them or pursue similar topics. I don’t think any of these features are groundbreaking  – but design has had a central role in streamlining these offerings into a seamless experience for the reader. This, I like.

Content Curation shows signs of refinement

I can’t remember if the old CNN site had any of these features because I never paid much attention to the old site. The Editor’s Picks section, the revamped iReport section and the Hot Topic section receive more real estate on the new site and shows CNN’s efforts are curating and bringing the best stories to the top in order to provide a better experience to the site visitors.

Overall, the design is pleasing and streamlined. I’m interested to see how it will be perceived and whether or not it will help CNN achieve it’s business goals.

What did you think of the new CNN site re-design?

Gilt Groupe, the mother of all online flash sale websites, launched JetSetter – a site that mimics the model for travel deals.

JetSetter’s approach focuses on packaging the experience around exploration and discovery. The discounts are only 30% or so below best available rates. But to keep up the curatorial aspect and to establish editorial authenticity – JetSetter sends it’s travel correspondents to scout the destinations prior to featuring the deal. And so accompanyingy every travel deal are brief first-person travel accounts/ reviews and beautiful high-end photography.

My personal issue with JetSetter is its differentiation – it falls too close in the Tablet Hotels or an Online Conceirge – business models created around curation but, ultimately to push sales.

If you think about it, apart from the product deals, JetSetter is relying very strongly on the first-person advertorial accounts to seal the deal. I’m just curious to see how this site is received and what tweaks they make to it in the ensuing months.

I’m not sure how exactly JetSetter contributes to the dialog on content – but perhaps in a few months from now, patterns will emerge and I will be able to connect the dots?