The Edge Singapore

Introduction

The Edge Singapore published and launched its first issue on 4 March 2002. Since then, the publication stands as the only weekly local newspaper that gives readers an in-depth and analytical coverage on business and investments within Singapore and across the region. The publication goes online since 2008, and the digital team always strive to do the best to make the digital transformation to unfold.

Objectives

Engagement: improve interaction with existing and potential readers, so as to boost traffic and drive sales

Acquisition: introduce digital premium content to convert public users to paid readers

Coverage: redesign use cases to cover more user scenarios with the existing news production volume

Refinement: fine tune website architecture to meet editorial, marketing and sales needs

Process

Competitor Analysis: Financial Times, The Business Times

Data Gathering: semi-structured interview, focus group, user feedback analysis

Establishing Requirements: personas, scenarios, use cases

Prototyping: low-fi prototype, hi-fi prototype

Evaluation: cognitive walkthrough, questionnaires

Colour Palette

The colour palette follows the brand guideline of The Edge Singapore.

The Design

Homepage

The collection of latest news and premium articles, as well as trending stories and videos, a mix and match to enrich content volume.

Dual Navigation

Top navigation to highlight important news sections, side navigation to allow more links when the product scale up.

Article Page

Infinite scroll to keep readers engaged, rewarding the website with higher page views.

Mobile Responsive

Reading on mobile is already an old norm, mobile responsiveness is a must.