BOMB

For this collaboration with BOMB magazine, we were tasked with revamping its digital presence for desktop and mobile, enriching the user experience, and optimizing the frontend design to create a fluid and fulfilling experience for its readers.

Scope
Research + Strategy
Information Architecture
UX/UI Design
Visual Design
Art Direction
Content Strategy
Copywriting

The Challenge

The BOMB website houses a treasure trove of captivating content; however, it lacked effective categorization that could guide users through the site and enable them to explore the extensive archive fully. To address this, we recognized the necessity of implementing editorial standards to ensure stylistic consistency, thereby enhancing the site's hierarchy and accessibility.

Our initial step involved a comprehensive analysis of the content inventory, which comprised over 14,000 pieces. We meticulously evaluated and reorganized this vast collection. Informed by analytics and reader surveys, we crafted user journeys that facilitated seamless navigation. Additionally, we scrutinized essential calls to action, such as subscription and donation prompts, strategically placing them and determining their frequency based on users' interactions with the site. This approach was pivotal in optimizing user experience and engagement across the platform.

“It’s not just about discovering new artists, it’s about intellectual curiosity—a deep dive to better understand the creative process.”

—Betsy Sussler, Publisher and Editor-in-Chief

A New Editorial Approach

With articles spanning back to the 1980s, BOMB’s archive boasts a wealth of captivating interviews, each leading seamlessly from one engaging topic to the next. Recognizing the richness of this content, our objective was to evolve the BOMB site into a design system that not only showcases this diversity but also caters to the readers’ needs effectively.

To achieve this, we embarked on a journey to enhance the site's navigational ease. We meticulously structured the content, focusing on establishing a clear hierarchy and incorporating relevant topic tags. This careful categorization was pivotal in guiding users effortlessly from one article to the next, ensuring a continuous and immersive reading experience. Our approach was rooted in the belief that the website itself should inspire visitors, both through its content and as an experiential platform.

Central to our strategy was the integration of a sense of discovery directly onto the homepage gallery. This intuitive design element allowed users to serendipitously stumble upon intriguing articles, encouraging exploration. Simultaneously, we implemented a more utilitarian navigation system, ensuring that users could easily locate specific topics or articles of interest. By combining these elements, we not only transformed the BOMB site into an engaging content hub but also streamlined the reader's journey, aligning seamlessly with the organization's commitment to facilitating discovery and enriching user experience.

The Process

Our design process commenced by understanding the core objectives of BOMB, the intricacies of its content, and the unique characteristics of its audience. Being a nonprofit organization with a significant focus on public programming, we faced the challenge of balancing the requirements of the development staff and circulation team while maintaining a transparent and clear user experience.

To achieve this balance, we strategically positioned calls to action across the site. This placement was informed by detailed personas we developed, each aligned with specific user journeys. By mapping out these user paths, we ensured that the call-to-action elements were thoughtfully placed, catering to the needs of both the organization's internal stakeholders and the site visitors. This approach not only fostered transparency but also enhanced user engagement, aligning the site's design seamlessly with the organization's multifaceted goals.

A Curated Experience

With articles dating back to the 1980s, BOMB’s archive is full of engaging articles that lead from one engaging topic to the next. The BOMB site needed to evolve to better showcase this diverse content and serve the needs of the reader. It needed to be easier to navigate, inspiring visitors through both content and as an experience itself. Starting with hierarchy and ending with topic tags, each piece needed to be categorized to lead the user from one article to the next.

Capturing Heritage

BOMB's Oral History Project stands as a tribute to preserving the rich narratives of distinguished visual artists from the African Diaspora. In shaping this unique segment of the site, our objective was to create a distinct visual identity that set it apart from the rest of the platform. We aimed for a design that not only resonated with the archival essence of the project but also harmoniously balanced the diverse stories and experiences of the featured artists.