The site’s editors and art directors worked with Sapient’s creative teams to respond to customer research. The team designed pages using strong, clean page layout to lead readers from article to article. The site organizes breaking news in many ways, including “most commented” and “most curious,” aiming to make the large amount of information on the site easier to handle. The site uses a new lime green, grey, and white color combination, bringing a simple, modern look to the classic paper’s site.

Patrick Furse, creative director of Sapient's Experience Marketing practice, said “The new design is the re-invention of a classic British institution, shot through with moments of sophisticated wit and mischief."

Advertising on the new site is more focused, targeting well-displayed ads at valuable groups. Further, new contextual advertising positions allow classified ads to reflect page content.

"We did some amazing work together with Sapient, building an experience that entices people to spend more time on the site and also offers more valuable screen space to our advertisers and commercial partners," said Zach Leonard, digital media publisher of Times Newspapers Limited.

Over the next year, the Times plans to launch a print archive making 200 years of Times content available online.

Sources: Editor & Publisher, Money Central