At its heart, the new Time Out experience had to allow users to find content that was more meaningful to them. This meant putting mobile at the heart of the strategy.
Redefining an iconic institution
Since 1968, Time Out has grown to become the definitive guide on entertainment, events, and must-do experiences in some of the biggest cities in the world. Towards the end of 2013, Time Out recognised that their digital offering needed to transform to meet and ideally exceed the expectations of a very engaged and passionate readership.
Optimized design based on empirical evidence
The new Time Out experience went beyond a redesign. In the months spent collaborating – with a multidisciplinary team from UI Centric integrated with the Time Out in-house digital team – we together built a complex yet intuitive multiplatform customer experience. UI Centric understood how important it was for Time Out readers to access valuable content anytime, anywhere, and on any device. And with our commitment to continually develop stronger and more innovative solutions across all devices and consumer touch points, the experience had to be truly responsive, no matter how users engaged it, be it desktop, mobile or tablet.