Client: Canwest
Project Role: User Experience Consultant, Lead Information Architect, Creative Director
Agency: Nexklix
DOSE was once one of Canada’s widely read weekly publications. It gave young urbanites their fix of big city entertainment news, club events and current fashion trends. The first DOSE.ca web site was created over a 2 week period to impress upon advertisers a new avenue to market to a young hip audience. 5 plus years later the demands of its audience have outgrown the sites capabilities and online brand and it was time for a much needed refresh.
Objective
It was discovered that DOSE.ca was attracting the wrong audience – 35 plus online contest addicts. It was also under major competition with newer and bigger entertainment sites such as EOnline, People, NOW Magazine and TMZ. The objective for the redesign was to: 1) attract a younger 18-35 year old urban demographic, 2) create a user experience that encourage a deeper engagement with the reader, 3) attract advertisers who need to target a younger audience.
Strategy
We revamped the entire Dose.ca experience. We made the look of Dose.ca bolder and more current. We created greater appeal with larger and clearer images. We also presented more available content with each click. Along your path we uncover more related or interesting articles and photos to keep the user engaged.
Facebook and Twitter are hot and exciting ways to engage loyal audiences. Content is now better intertwined with social media sites creating engagement and traffic from these other sources.
The new Dose.ca is also good for business. Through the new interface we’ve created more opportunities for display advertising and custom advertising programs with page takeovers and bigger and better video companion ads.
