Nieman Foundation at Harvard
America’s Test Kitchen, “the Consumer Reports of cooking,” wants to grow to new platforms
ABOUT                    SUBSCRIBE
June 30, 2010, 9 a.m.

ProPublica’s website redesign puts “future of context” ideas to work

Late last night, ProPublica launched a redesign of its website. As most site revamps tend to be, the new is sleeker, slicker, and generally more aesthetically pleasing than its previous incarnation. But it’s also more intuitively navigable than the previous version, incorporating the accumulated wisdom that the investigative outfit has learned about its users, its contributors, and its journalism in the past two-and-a-half years. As Scott Klein, the outlet’s editor of News Applications and the site revamp’s chief architect, puts it in his intro to the redesign:

When we first sat down to design our website in early 2008, we had just started as an organization, and we had yet to publish anything. We had only a skeleton staff. We had to create something of a Potemkin village website, guessing at the kinds of coverage we’d be doing and how we’d be presenting it. In the two years since, we’ve constantly tweaked the site, and have bolted on new features that we never imagined we’d be doing.

With this redesign, we’ve tried to take everything we’ve learned, and everything we’ve added, and put it together into one nice, clean site. Our hope is that the level of design sophistication now matches the sophistication of our reporting.

The revamp has been in the works, in earnest, basically since November, Klein told me — with many of the intervening months spent not in designing and coding, but in conversing: explaining to the designers the outlet hired to help with the overhaul (the San Francisco-based firm Mule) what ProPublica does and what it’s about. Before they could design ProPublica’s new website, Mule essentially “needed to get a Masters degree,” Klein says, in the organization itself.

It seems they did. now feels more mission-coherent than the original site. The “Donate” button is more prominent than on the previous version — a not-so-subtle reminder that ProPublica, known as it is for the substantial funding it’s received from the Sandler Foundation, is always looking for more money, from more sources, to sustain its work. (Speaking of, scratch that: It’s “Donate” buttons that are prominent, three on the front page.)

The site has also added, in its “About Us” section, a list of FAQs — complete with (helpfully, delightfully) an audio-filed name-pronunciation guide: “Some pronounce it Pro-PUB-lica, some Pro-POOB-lica. Most folks here in the newsroom pronounce it Pro-PUB-lica. Of course we’re always happy to be mentioned, using any pronunciation.” (The ProPublica staff were inspired to write FAQs, senior editor Eric Umansky told me, by fellow-online-only-nonprofit Voice of San Diego — which posted its own FAQs last week.)

The new site tries to answer questions in the broader sense, too. In a recent episode of their “Rebooting the News” podcast, Jay Rosen and Dave Winer discussed the systemic challenges of the multi-level crowd: audiences — or users, or readers, or whatever term you prefer — who come into stories with differing amounts of prior knowledge, differing contextual appreciations, differing levels, essentially, of interest and information. One problem news organizations face — and it’s a design issue as much as a strictly editorial one — is how to engage and serve those different users through the same interface: the website.

The ProPublica redesign tries to address that issue by making consumption of the journalism its site contains a choose-your-own-adventure-type proposition. The revamped site, like its previous version, features, at the top of every page, a list of topics that have become focus areas of ProPublica investigations (currently, “Gulf Spill,” “New Orleans Cops,” “Loan Mods,” and six more). Now, though, the landing pages of those topic-based verticals (whose content is generally organized chronologically, river-of-news-style) also feature curated, interactive boxes that incorporate live data from ProPublica’s news applications. Check out the “Calif. Nurses” vertical, above — anchored by “Problem Nurses Remain on Job as Patients Suffer,” a finalist for this year’s Public Service Pulitzer. Scroll down past that top curated box, and there are further options for self-navigation: Users can filter stories according to their general significance (the “Major Stories Only” button), their personal significance (the “Unread Stories Only” button), their author, or their age.

The idea was to give users several paths into, and among, stories and topics, Klein explains. It’s a kind of one-size-fits-all approach…via, yes, a recognition of the inadequacy of one-size-fits-all. Google’s Living Stories experiment was an inspiration in that respect, Klein says, as was the filter-focused layout of the website of Washington’s Spokesman-Review. The changes are about making the site a personal, and even somewhat personalized, place — and about making it accessible to new users while still compelling for the old.

POSTED     June 30, 2010, 9 a.m.
Show comments  
Show tags
Join the 15,000 who get the freshest future-of-journalism news in our daily email.
America’s Test Kitchen, “the Consumer Reports of cooking,” wants to grow to new platforms
“We’d like to move to other platforms, particularly as we see the changes in how people consume television.”
A program from Poynter and ONA is helping foster a community of female leaders in digital media
The Women’s Leadership Academy provides camaraderie and concrete advice beyond a bundle of platitudes.
Come talk ad blockers with Nieman Lab and a set of experts in New York
We’re having our first event in New York City with industry leaders: Wednesday, December 2 at 6 p.m.
What to read next
How one blog helped spark The New York Times’ digital evolution
“I certainly had editors tell me that I shouldn’t be wasting my time on Bird Week. But that was the best part of City Room…We were like unsupervised children.”
572News outlets left and right (and up, down, and center) are embracing virtual reality technology
Among those experimenting is The Wall Street Journal, which plans to open source its 360-degree mobile video and VR technology and hopes to turn VR into more of a mainstay of its storytelling.
502Podcasting in 2015 feels a lot like blogging circa 2004: exciting, evolving, and trouble for incumbents
The same trends we saw a decade ago — professionalization on one hand, platformization on the other — sure seem to be playing out again.
These stories are our most popular on Twitter over the past 30 days.
See all our most recent pieces ➚
Fuego is our heat-seeking Twitter bot, tracking the links the future-of-journalism crowd is talking about most on Twitter.
Here are a few of the top links Fuego’s currently watching.   Get the full Fuego ➚
Encyclo is our encyclopedia of the future of news, chronicling the key players in journalism’s evolution.
Here are a few of the entries you’ll find in Encyclo.   Get the full Encyclo ➚
Voice Media Group
The Atlantic
The Nation
Wisconsin Center for Investigative Journalism
The Daily Beast
The Boston Globe
The Batavian