When we began working with Martha Stewart Omnimedia, their site was structured to mimic their businesses with sections for shopping, magazines, and television shows. It might have seemed logical, but the result was that a user searching for a roast chicken recipe would have to first look for the name of the recipe she saw on air, then navigate to the magazine section for the actual instructions, and finally — if she was truly dedicated — go to a completely different portion of the site to purchase Martha’s roasting pan. Not an ideal experience, to say the least.
Our redesign structured the content around categories (Food, Crafts, Weddings, etc.) and employed a modular system that would ensure the entire world of Martha Stewart was included on every page. It seems like a no-brainer now, but back when we launched in 2006 it was ground-breaking.