Bravo TV Homepage
Growing Pains
Bravo’s growing success meant that it had gone through at least 6 redesigns over the previous 10 years. But over time, each new iteration time became insufficient as the site grew and content offerings expanded, Bravo needed a responsive and future-proof experience.
Stable, but not engaging
The previous site had been conceived and wire-framed by an outside vendor in anticipation of creating templated pages that could be built in Drupal.
While this eventually put Bravo on a more stable platform, much of the character and whimsy of Bravo’s on-air and marketing collateral was lost. The pages felt lifeless and did not present Bravo’s dynamic content in an engaging way.
First Steps
Our first change was to highlight the schedule and full episodes for Bravo fans, driving tune-in and video views.
We introduced a card-based promo system to reduce clutter and keep the focus on the content that mattered. Allowing the content to grow as the page was scrolled encouraged more engagement.
Surfacing content for Bravo Superfans
Based on heatmap data, we found that the “lazy load” card system helped engage Bravo’s viewers more than ever before and allowed for more discovery.
We experimented with layouts that would feature interchangeable cards that could be programmed by editorial based on content type, timeliness or just preference.
With more visual variety and more robust video, photo and talent blog content surfaced, Bravo’s fan base would be further compelled to go down the “rabbit hole” and stay engaged on the site for longer periods of time.
Bravo’s First Responsive Site
The goal for Bravo’s first responsive design was simple: create a coherent, engaging and immersive experience for users across all devices.
After a false-start with an outside agency, the redesign was brought in-house where we created a completely new UX and UI that would still retain the visual "pop" Bravo that users recognized. Easily customizable templates were created in an upgraded version of Drupal so that content producers could create also create verticals and themed pages that could be co-branded with sponsors.
Upon its launch, the site immediately saw in an increase in total visits, video streams, social share and social referrals across all platforms. Mobile visits alone increased almost 200%. The site build is still used by Bravo today only with recent rebranding and font styling changes.
Customizable Themed Microsites/Lifestyle Verticals
The creation of Drupal templates allowed editors to produce microsites that showcased specifically themed content, many of which were co-branded sponsorships. Utilizing the templates allowed the network to expand its editorial voice starting with Daily Dish, a one stop destination for all things pop culture, not just Bravo.
The successful launch of the Daily Dish news section proved that there was demand for content on the site that went beyond Bravo. This was a natural fit as the network programming has always catered to aspirational lifestyles. New verticals like The Feast expanded the offerings for foodies and fans of Top Chef, while Jet Set, The Lookbook, Personal Space and the Concierge delved into travel, fashion, relationships and luxury. I created the logos and branding for the verticals.
