Defining Opinion Today
The Bloomberg View website is designed to feel as dynamic and lightweight as an app, with a responsive design that scales to any screen size, from mobile and tablet to desktop. Based on a content-centric approach, the site represents articles and columns in the most direct and engaging way possible: as tiles that forefront content in a simple and visually engaging way. The dynamic tile design reflects the frequency that content changes on Bloomberg View throughout the course of the day. Readers can see an overview of topics for the day, and dive deeper into those topics they care about the most.
Our process began with a design strategy centering on the question: What is opinion today? Our mission became to push the boundaries of what opinion could be and to focus not only on the quality of the content, but also on the higher frequency of publishing that differentiates Bloomberg View from other platforms. Based on these goals, we developed an interaction model and a visual design language that we arrived at by working closely and iteratively with the Bloomberg View team.
The design of the site is based on a single page model and a scrolling view of tiles that can be filtered in a variety of ways, from articles by a specific contributor to articles about a specific topic. The interface simply gets out of the way and lets you engage directly with the content. Since the new design was implemented traffic has gone up, attributed in part to the site's responsive, mobile-first design and to the article pages that were designed and built to be easily shared.