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Project Overview

Our challenge: Consolidate four different websites on different platforms across four countries into one single destination that caters for every user using any device. The end product is the new ZDNet.com, launched in July 2012 combining the resources of Australia, Asia, UK and US. The success of ZDNet.com is already apparent with a massive 64% increase in mobile daily visitors compared to four weeks prior to launch, and a 91% increase in daily page views over the same period. These increases show how the new platform is benefiting users and encouraging them to engage with more content and more frequently.

Organisation

CBS Interactive

Team

Global product development: Georgina Kennedy
AU product development: Irene Mickaiel
AU editorial: Brian Haverty and team
AU tech development: Pieter Berkel and team
AU product marketing: Leon Jordan
AU marketing and comms: Gregory Tilney
AU commercial and sales: Barry McGhee

Project Brief

We set out to create one single global destination and resource for IT professionals in all English-language countries. This single site would need to cater for global, regional and local editorial and commercial requirements, while creating the best user experience possible. Our mantra was ‘One URL, one site, many devices.’ We wanted to maintain the ZDNet brand as the go-to place for IT professionals while staying ahead of the curve in website innovation following how readers access and use content, rather than restricting them.

Project Innovation / Need

In an increasingly diverse, segmented and mobile online universe, the demand for an adaptable website was a primary consideration around a ZDNet global project. Our internal data told us that users were accessing our sites from over 250 different devices every week, all with varying screen sizes, operating systems and browsers, and we needed to create a website that catered to all of those. It also told us that Australian readers were visiting all four variations of ZDNet for news and content, when they could be visiting one single destination for the same content. In short, we needed to deliver the following:
- A site that is device agnostic and provides the same user experience from any computer, tablet, mobile.
- Caters for readers who prefer to filter content by where they are in the world, but give them the option to choose how this content appears.
- Provide a 24-hour news stream so readers are always up to date
- The ability for users to engage with each other through comments, access all types of content including videos, photo galleries, podcasts and webinars.
- Advertising partners benefit from enhanced targeting capabilities to align their messaging around the most relevant content. They also have the opportunity to align their promotional opportunities regionally and globally, and develop integrated programs based on the customer buying cycle.

User Experience

We knew that to provide the best user experience we needed to rethink what content we produce and how we deliver that to our readers. We were tasked to create a website that gives a user the same experience on any device they choose to access it from.
Functionality includes:
- Site adapts to fit any screen size, on any device and using any browser, meaning that readers aren’t limited by where they are accessing ZDNet.com, or what devices they are using.
- Full video functionality and click-through photo galleries.
- Full comment functionality enabling users the same experience and interaction from a desktop, tablet or mobile device.
- Readers are served content based on their IP address meaning that they see content that is most relevant to them. Further to this, readers have the choice to change this preference if they so choose.

Project Marketing

The project marketing strategy of ZDNet Global revolved around three key stakeholders: readers of ZDNet, new or potential readers, and clients or partners of ZDNet. These stakeholders were reached via a number of communication avenues including: onsite editorial announcements to readers, newsletters to our reader database, house advertising and promotion, media announcements to trade media, and direct client communications. The project marketing strategy ties in with a wider global brand strategy, which aims to keep ZDNet as the largest and most trusted resource for IT professionals.