Posted by Michael Dossett
Led by the sharp, snarky commentary of Kara Swisher and the perennial influence of Walt Mossberg, AllThingsD has risen to the forefront of Silicon Valley technology, Internet and media journalism. With decades of collective experience, Swisher and Mossberg have transformed a bare-bones, underfunded blog into an influential establishment and a trusted voice in a highly competitive industry. After years of strong growth and several recent talent additions, AllThingsD has gone live with an entirely redesigned website aimed at delivering better context and a more cohesive brand identity for the multi-columned site.
Kara Swisher has long been a source of unrivaled inside information at Silicon Valley icons like Yahoo! and Microsoft, and Walt Mossberg is widely considered one of the most credible gadget and technology analysts on the Web, so AllThingsD has greatly benefited from the respective personal brands of this powerful duo. However, with nine full-time columnists, each with their own column title, the AllThingsD brand name was often lost in the fragmentation of the site.
The site is now unified under the AllThingsD.com domain, and is vertically categorized (i.e. News, Social, Mobile, Media, etc.) in an effort to provide better context for its users. More than any other element, context is the most vital component of the AllThingsD redesign. The site had consistently increased the quantity of content it produced daily, and the new design utilizes verticals that combine content from all nine columnists, providing users an all-encompassing resource from multiple perspectives. To appease the die-hard fans of any particular columnist, the new design still allows users to search by writer, acknowledging the continuing importance of each writer’s personal brand even in the new era of AllThingsD brand unity.
Beyond the functional and strategic elements of the redesign, the new AllThingsD is simply better looking. The much-wider layout helps cater to the higher-resolution videos and images the site has been sharing more frequently, and allows for much more aesthetically pleasing featured posts on the homepage.
Congratulations to Kara, Walt and the rest of the AllThingsD team on the beautiful redesign and your continued success as a leading voice on All Things Digital!