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Time Inc CMS Platform


To increase online advert viewability and greater advertising revenue across Time Inc markets.


The migration of Time Inc’s 60 branded websites on to single and uniform platform with improved UX/UI and advertising inventory.

Research and Discovery

I worked with team members on defining the business and user context through research and analysis. We analysed current platform analytics to identify each platform’s purpose, content, relationships and interactions as they existed at the time. I interviewed the brands’ editorial team to understand how they had been working with the previous CMS platform. In addition, I conducted heat map and A/B tests on Time Inc’s websites. Such information provided me with an insight and data on their brand’s audience’s profile, user behaviour and perceptions.

Ideation and Wireframing

Then I worked on the wireframes to ensure that the platform caters the requirements of the various Time Inc brands, effective advert placements and also to liaise with developers regarding technical feasibility. I created wireframes for desktop, tablet and mobile to ensure the responsiveness across devices. These included sitemaps, wireframes of the core templates (such as home, article, gallery, archive pages etc) and global website elements.

CMS Configurations

The CMS mapping consisted going through the platform’s wireframes and listing all elements (such as the header, navigation, footer, and newsletter module/widget) and their styling configuration options that needed to be developed.

Time Inc CMS Platform Wireframes Of Components and Configuration Examples

High-Fidelity Designs and Prototyping

After the wireframes and configurations were finalised and agreed by team members, I then created the high-fidelity designs with web content. It allowed the brand’s directors, stakeholders and myself to review and test framework in situ across fashion, lifestyle and specialist brands.

Time Inc CMS Platform Home Page High Fidelity Mockups On Desktop

Launch and Optismation

After the initial launch, we worked on different updates and improvements based on the first users’ feedback and A/B tests conducted on Optimizely. Feedback and issues were then logged into Trello, the platform used to plan and track the front-end and back-end development tasks.

I have worked with Pauline for 18 months on the digital Keystone project, and she is an absolute asset to the team. Her knowledge of the digital design field is excellent, and she is extremely valuable in enhancing both the visual appeal and usability of the platform’s many sites. She can manage several design projects simultaneously without losing her creative flair, nor her warm smile, and I am lucky to have had the pleasure of working alongside her.
Digital Product Coordinator, Time Inc