The New York Timeshas completely overhauled its online article pages and reskinned the homepage—a major site-wideredesignthat the paper of record hopes to never undertake again on the same scale. That’s not to say that theTimeswill never again update its digital look. Rather, the Grey Lady has engineered evolution into its latest redesign. “We have completely replatformed the whole back-end technology system so that we can get out of the business of doing redesigns,”Denise Warrenexecutive vice president, digital products and services group atThe New York TimestoldFast Company.
With the old content management system and technology platform, it took a lot of effort to deploy any new or different designs,like Snow Fall and its successors. The new system, however, is more dynamic. “We can continually iterate on the site and take advantages of the trends as we see them happening, rather than having to do a big unveil,” Warren explained. As a result, she says, readers will see more incremental changes over time, rather than a big unveil a few years down the line.