CHALLENGE: Create an editorial app that is consistent with the CBS News Brand Style Guide. Make the app for readers that want to spend time reading and the consumers that prefer to view compelling images and only want to read if they decide to dig down into the content.
PROCESS: Try out various layouts that quickly solve the compromise for both sets of user personas. Use lighter colors, so the text is easily read but without using stark white which would use more battery power and distract from the image editorial style of the app.
RESULTS: CBS News experienced an increased readership now that the news was accessible on a tablet as well as desktop. User studies showed that readers were for the most part pleased with the new design, and the new layout gave CBS News the metrics they needed to make sure they showed more imagery with less text for user consumption.