Xtra Redesign

After many years of being a daily newspaper, Xtra was ready for a change.

The Plan

  • Consult the Xtra editors on their new vision
  • Create a new responsive UI for pages and articles
  • Define reusable styles and components for use across the site

Time for a pivot

Xtra had been a print publication long before going online and their approach mimicked their original print strategy. They wanted to pivot and focus and focus on long form editorial writing.

More than a makeover

Xtra wanted a new look that preserved their brand but reflected the best in online journalism. Their brief called for a sleek eye-catching design that felt modern, inviting and readable.

The redesigned homepage
An article

Mobile focus

A responsive design was essential with mobile specific interactions for viewing and sharing articles.

Home page and article on mobile browsers

Component Library

To create new layouts on landing pages and articles we worked together to develop a library of variable components that editors could call on when they create content.

A feed of latest articles
A curated "story stream"
Content style guide for article elements

Seamless sponsored content

Opportunties to partner with sponsors would be a major new revenue driver for Xtra. So I planned opportunities for landing pages to be repurposed for sponsors.

A typical topic page
The same page repurposed by an advertising partner