UX Week Presentation of the CNN Digital 2013 replatforming and redesign, with a focus on the mobile and social rationale behind it and the brand design and user experience approach being taken to complete the cross-platform responsive relaunch.

1. Modernizing for the News of Now
THIS IS CNN / NEXT
August 20, 2013
ADAPTIVE PATH UX WEEK
@marisagallagher

2. THE CONTEXT

3. 1.8billion monthly page views
80million total monthly unique visitors
100million monthly video starts
General and TV numbers are from the CNN Fact Sheet
CNN Digital Network numbers are from Comscore Media Metrix, Feb 2013
CNN Video Numbers and Mobile Numbers are from Nielsen & Nielsen Mobile View, Jan 2013 (latest available)
24broadcast networks worldwide
45editorial bureaus around the world
CONTEXT CNN WORKS TO SUPPORT ITS REACH & SCALE

4. 4
Non-Web Kit
Mobile Web
Web Kit
Mobile Web
iPad AppAndroid Tablet App Windows Tablet/PC App
Kindle AppNook App
Nokia S40
Touch-Type
Nokia S40
Full-Touch
Nokia
Symbian
Android
Phone
Windows
Phone 7
Windows
Phone 8
iPhone
App
Google TVDesktop Web
20+platforms
+ 10 Editions
+ 5 Languages
Tablet Web
Blackberry
Google
Glass
iReport
OTHER
Elections
2010
2012 Hall
Pass
CONTEXT CNN WORKS TO BE EVERYWHERE

5. 20 40 60 80 100%
CONTEXT THE LANDSCAPE IS CHANGING
MARKET PENETRATION:
TV penetration = 96% = Nielsen TV Penetration Trends, Feb. ‘13
Cellphone penetration = 92% = Nielsen 2Q13 HTR (Home Technology Monitor)
PC owner w/ home internet = 79% = Nielsen Universe Estimates, July 2013
Social media penetration = 78% = comScore social-media users 18+, Jul. ’13, divided into Nielsen total 18+ universe, Jul ‘13
Smartphone penetration = 40% = Nielsen 2Q13 HTR
Tablet penetration = 29% = Nielsen 2Q13 HTR
5
MobileUsers
Phone
Apps
Tablet Apps
SocialMedia
Users
Television Viewers
D
esktop
U
sers
2013 General US
Penetration Rates
Across Media and
Platforms
Industry-wide Penetration Rates
Summer 2013

6. 20 40 60 80 100%
CONTEXT THE LANDSCAPE IS CHANGING
CNN METRICS:
July 2013 TV Ratings = Source: Nielsen Media Research,NPower, 07/01/13-07/28/13. M-Su 6a-6a. P2+. AA(mm). Data based on Live+7 Data Streams.
Reach and Frequency Time Period Report. 1-min qualifier, 75% unification. CNN international tv reach from EMS, PAX, TGI-Latina 2012 surveys.
June 2013 Desktop = comScore Media Metrix, June ’13
June 2013 Mobile Uniques = Nielsen Mobile MediaView June 2013
July 2013 Social Media Followers = Twitter API and Facebook API for actively managed CNN accounts
July 2013 App Downloads = consolidated counts from Apple, Android, Amazon, Barnes & Noble, Nokia, and Microsoft apps
All CNN percent changes versus same period year ago.
MARKET PENETRATION:
TV penetration = 96% = Nielsen TV Penetration Trends, Feb. ‘13
Cellphone penetration = 92% = Nielsen 2Q13 HTR (Home Technology Monitor)
PC owner w/ home internet = 79% = Nielsen Universe Estimates, July 2013
Social media penetration = 78% = comScore social-media users 18+, Jul. ’13, divided into Nielsen total 18+ universe, Jul ‘13
Smartphone penetration = 40% = Nielsen 2Q13 HTR
Tablet penetration = 29% = Nielsen 2Q13 HTR
6
MobileUsers
Television Viewers
D
esktop
U
sers
CNN Year Over Year Growth
Summer 2012 to 2013
areas of
mature growth
SocialMedia
Users
Phone
Apps
Tablet Apps
2013 General US
Penetration Rates
Across Media and
Platforms
areas of disruptive
growth

7. Fox News
YahooNews
BBC News
ABC News
NBCNews
HuffPost
The Guardian
Washington Post
CBS News
MSNBC 7
Social Media Followers(Aug 2013 followers/fans on key CNN social accounts)
@NYTimes
@BBCBreaking
@breakingnews
@time
@bbcworld
@huffpost
@foxnews
@cbsnews
@abc
@washingtonpost
@guardian
@nbcnews
@yahoonews
8.8M 4.3M
3.3M
CNNBRK CNN
Source: Twitter API and Facebook API; roll-up numbers are from the Social Leaderboards on 12/18/2012 and from CNET article: http://cnet.co/ZpWbGP
CONTEXT WE HAVE INCREDIBLE SOCIALFOLLOWERS
CNN
NBC NEWS Digital
ABC NEWS
6.7M
5.9M
4.7M
4 M
3.2M
2.9M
2.6M
2.5M
1.8M
1.2M
844k
658k
5.2M
1.4M
1.2M
1.2M
1.1M
709k
708k
581k
245k
11Macross all
CNN accounts
12.6M
Twitter Followers by News Outlet Facebook Fans by News Outlet
9.3M37Macross all
CNN accounts

8. 8
CONTEXT AND NEED TO CAPITALIZE ON THE OPPORTUNITY
0 540 1,080 1,620 2,160 2,700
Stories with 100+ Retweets
FOXNEWS
MSNBC
BBC
THE GUARDIAN
HUFFINGTON POST
0 540 1,080 1,620 2,160 2,700
Stories with 100+ Facebook Shares
CNN
CNN
FOX NEWS
MSNBC
BBC
THE GUARDIAN
HUFFINGTON POST
PEREZ HILTON
VENTURE BEAT
PEOPLE
GAWKER
Social Media Resharing
(2012 Stories that were re-shared across social media)
Source: Source: Newswhip [INFOGRAPHIC]: The Most Viral News Sources on Twitter and Facebook; Excludes sites with Paywalls, http://mashable.com/2012/03/01/the-most-viral-news-sources-on-twitter-and-facebook-infographic/

9. CONTEXT
Source: Adobe SiteCatalyst, Jun ‘13, for CNN.com. Bango, Jun ‘13, for CNN Mobile. Note: CNN.com on mobile phone/tablets and iPad are a subset of CNN.com.
3%
6%
15%
2%
7%
6%
61%
Desktop
Tablet
13%
Phone
26%
ipad app
tablet web
(cnn.com on ipad)
mobile web
iphone app
android
app
desktop on phone
(cnn.com on mobile phones and
non-iPad tablets)
3%
8%
3%
6%
5%
75%
android
app
iphone app
mobile web
ipad app
tablet web
(cnn.com on ipad)
Desktop
Tablet
11%
Phone
14%
CNN DIGITAL CONSUMPTION BY PLATFORM
June 2013 DOMESTIC VIDEO STARTSPAGE VIEWS
WE NEED TO SUPPORT CONSUMPTION SHIFTS
9

10. CONTEXT TO REINFORCE OUR STRENGTH ON DESKTOP
Source: comScore Media Metrix, Online News Ranker, July 2013
COMPETITORS AVG MONTHLY DESKTOP UNIQUES
July 2013 News Rankers
10
0
10
20
30
40
50
60
70
80
HuffPost Yahoo! News CNN Fox News NBC News NYTimes USA Today WashPost ABCNews CBSNews
0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
Yahoo! News HuffPost NBC News Fox News NYTimes ABCNews WashPost BBC CBSNewsCNN
72
45
30
28
25
16
14
HuffPost FoxNewsNBCNews NYTimes WashPostABCNews CBSNews
16
Yahoo!News
42
BBC
40

11. 0
4
8
12
16
20
24
28
HuffPost Yahoo!ABC CNN Fox News NBC News NYTimes GoogleNews WashPost CBSNews
CONTEXT TO SUPPORT OUR EXPLOSIONACROSS MOBILE
COMPETITORS AVG MONTHLY MOBILE UNIQUES
2013TD
Source: Nielsen Mobile MediaView, May’13
11
0
4
8
12
16
20
24
28
Yahoo!ABC Fox News HuffPost GoogleNews NYTimes NBC News CBSNews WashPostCNN
Digital
Network
+ABCNews
HuffPostFoxNews
Digital
Network
MSNBCNewsNYTimesGoogleNews WashPostCBSNews
20
18
10 10
8
7
5
3
Yahoo!News
28

12. 12
CONTEXT TO IMPROVE SEO, SEARCH, and FLOW
Header
Edition
U.S.
International
Mexico
Arabic
TV Network
CNN Programs
CNNi
CNN Espanol
HLN
CNN.com HOME
Navigation
TV&Video
CNN Trends
U.S.
World
Politics
Justice
Entertainment
Tech
Health
Living
Travel
Opinion
iReport
CNNMoney
Sports
Make CNN Your
Homepage
Mobile
Web
Phone
Apps
Tablet
AppsSocial
Special
Navigation
Just for
Mobile Web
Special
Navigation
Just for
Phone Apps
Special
Navigation
Just for
Tablet Apps
Sign Up
Login
CNN.com HOME
End Objects
Dead Ends, no
where to go
next, little
recirculation

13. Sources: Nielsen 9/27/10-12/26/10, Experian Simmons National Consumer Study, ‘09 Full Year,
Mercury 4/26/10-5/23/10, Nielsen 9/27/10-12/26/10, Omniture 11/2010, Bango 11/2010, Bango 1/2011.
CONTEXT WE NEED TO MEET PEOPLE WHERE THEYARE
24-HR AVG FOR
EACH
PLATFORM
2X AVERAGE
3X AVERAGE
6 a a 10 a 12 p 2 p 4 p 6 p 8 p 10 p 12 a 2 a 4 a
Newspapers
Phone App
Desktop Web
TV
Tablet
Mobile Web
MORNING WORKDAY EVENING LATE NIGHT

14. CONTEXT WE NEED TO WORK WITH PEOPLE’S LIVES
6 a a 10 a 12 p 2 p 4 p 6 p 8 p 10 p 12 a 2 a 4 a
EVENING LEAN BACK
TVs & iPads Entertain
WORKDAY LEAN FORWARD
Computers DriveAction
ANYTIME ON THE GO
MobileAlerting and the Glue

15. THE BRAND

16. There is a reasonwe
choose our companies.

17. The Washington Post

18. The New York Times

19. ESPN

20. Target

21. Nike

22. Starbucks

23. Based on teachings from
Lynn Upshaw
UC Berkeley Haas
Brand DNA
Brand Values
Brand Personality
Brand Positioning
BRAND THESE DRIVERSARE THE CORE TO BUILD UPON

24. o act upon one’s convictions, while others wait . . .
To create a positive force in a world where cynics abound . . .
To provide information to people when it wasn’t available before . . .
To offer - those who want it — a choice . . .
For the American people, who’s thirst for understanding and a better
life has made this venture possible . . .”
“T
BRAND SO, WE WENT BACK TO OUR CORE

25. THE PLAN

26. PLAN THE TRADITIONALNEWS ECONOMY

27. PLAN BUILT FOR THE NEW NEWS ECONOMY
REFERRAL
CONTEXT
BREAKING
NEWS &
TOP
STORIES
TOPICS,
SHOWS &
TALENT
SOCIAL
ACTIVITY
@Keegan_Bradley:
Haha I don't know what to
TRENDING
TOPICS,
MOMENTS
& MEMES
DISCOVERY
ENGINES

28. 1. BEST-SCREEN-AVAILABLE RESPONSIVE DESIGN
2. STREAMLINED CONTENT API
3. ROBUST TAGGING & TAXONOMY SYSTEM
4. UNIFIED, MODULAR AUTHORING TOOLS
5. DYNAMIC CONTENT RENDERING ENGINE
PLAN ATECH PLATFORM FOR THE FUTURE

29. 29
SECTIONS TV MEDIA TYPES
(video, photography,
multimedia, etc.)
US
WORLD
POLITICS
JUSTICE
TECH
HEALTH
ENTERTAINMENT
LIVING
TRAVEL
MONEY
SPORTS
Watch CNN
Schedule
CNN Films
All Shows
All Videos
MyCNN
(user profile and
activity settings
with clear benefits)
UPLOAD
SEARCH
SOCiAL 2
ZITE
EMAIL
ALERTS
SOCIAL 3
SOCIAL 5
Siblings &
Partners
MARKETING
& PR
TRENDS OPINIONS THIS IS CNNREGIONS
SOCIAL 1
SOCIAL 4
SOCIAL 6
OTHER
FLEXIBLE “STORIES”
DYNAMIC “RELATED”
LINKS
CONTEXT BRAND. FLOW. SEO:ANEW NAV SYSTEM
CNN HOME SCREENS
Desktop
Mobile Web
All Apps

30. PLAN DESIGNED FOR THE BEST-SCREENAVAILABLE

31. PLAN IT’SALLABOUT SHARINGAND PARTICIPATING
@Keegan_Bradley:
Haha I don't know what to say. This is the
best picture ever. #duffdaddy pic.twitter.com/
OvJbEouVWJ” #Dufnering hilarious

32. PLAN DRIVEN BYACTIVE, CONTENT-TYPE CARDS
Story Person
Show/
Series Topic
Episode/
Event Assignment

33. PLAN CARDS THAT CAN FLUIDLYSHIFT & MOVE

34. PLAN ZONES THAT MORPH BASED ON DEVICE USAGE

35. PLAN GROUNDED ONACOMMON, FLUID GRID

36. Badged
Logo
Color
Palette
Typography Icons Photo
Treatments
Graphical
Elements
PLAN WRAPPED INATHOROUGHLYMODERN STYLE GUIDE

37. THE PAYOFF

38. 38
HOME
SCREENS
TODAY

39. 39
HOME
SCREENS
INTERNAL
BETA

45. 45
desktop webtablet portrait webmobile web
PAYOFF HOME SCREENS: BREAKING NEWS

46. 46
desktop webtablet portrait webmobile web
PAYOFF HOME SCREENS: SPECIALEVENT

47. 47
desktop webtablet portrait webmobile web
PAYOFF HOME SCREENS: NORMALNEWS

48. 48
desktop webtablet portrait webmobile web
PAYOFF STORYSCREENS

49. 49
desktop webtablet portrait webmobile web
PAYOFF PROFILE: CORRESPONDENT

50. 50
desktop webtablet portrait webmobile web
PAYOFF PROFILE: SHOW HOST

51. 51
desktop webtablet portrait webmobile web
PAYOFF TV SHOW HUB: PIERS MORGAN LIVE EXAMPLE

52. 52
desktop webtablet portrait webmobile web
PAYOFF SECTIONS: LIVING

53. 53
PAYOFF ADVANCEDADS: SECTION TAKEOVER
desktop webtablet portrait webmobile web

54. 54
Full View
desktop webtablet portrait webmobile web
Full ViewFull
View
PAYOFF ADVANCEDADS: NATIVE CONTENT

55. THIS IS CNN / NEXT

56. THANK YOU
Aug 20, 2013
ADAPTIVE PATH UX WEEK
@marisagallagher