The WSJ

The Wall Street Journal goes beyond business.

The Wall Street Journal came to The Barbarian Group to better understand and reach a younger audience. The WSJ wanted to change its perception, extending its reach beyond business.

I built a video prototype based on an adapted UX to help explain and sell the interactions to the business leads. The wireframes for this project were created by John Finley.

Introduction video prototype showcasing the new design.

Let's take users behind the content The Wall Street Journal serves.

When this project began we had three concepts: Behind the Story, 360, and Graph. Each focused on exposing subscription moments while giving users a taste for the content and how it was created. The idea was to make the content feel fresh, easily accessible, and real.

Behind the story: drill into how a story was crafted and who was involved.

Behind the story: drill into how a story was crafted and who contributed. This concept helped build trust in the conent.

Graph: a Netflix style feed of rich content.

Graph: a Netflix style feed of rich media content that gives users a sneak peak. This helped feel relevant and show the value behind the service.

360: Trending, accessibile news.

360: trending, accessible news. The WSJ is up to date on trends and serves content that users want and need.

Wireframes detailing to types of content we want to show: multi-media content, articles and payment.

We weren't creating the right solution for the audience.

The problem with these solutions: they communicated more toward older audiences and focused too much on articles instead of the other various features offered inside The Wall Street Journal. We need to hit on the content within the Wall Street Journal: multi-media content, comparisons, articles, and more. All of this had to be followed immediately by an easier payment funnel.

I broke step from the other designers on this project, to focus on a more interactive approach to help communicate what we were offering.

An expanded view of the homepage, showing all value props.

While the idea that we pitched captured what they expected, I wanted to ensure that the system would also work for their current audience.

We can still use the same design style to go after the current audience.

Illustration