As an advertiser, it can be hard to get relevant messages in front of interested consumers at the right time. IBM Watson Advertising (formerly The Weather Company, an IBM Business’s ad sales division) offers a comprehensive suite of advertising offerings from The Weather Channel website and mobile app, but It’s their understanding of data that sets them apart. They use powerful data science and research to help brands spend better, and reach the audiences they want to speak to most.
We worked with fellow NJ-based firm By & Large to create a clean, usable media kit website that speaks to these attractive advantages. They crafted content and led the visual design, while we tackled UX, code, and design for secondary pages. During Discovery and UX, we got to collaborate with the fantastic Eric Miller, inventor of UX Kits.
This site had to explain as concisely as possible why IBM Watson Advertising (formerly The Weather Company’s ad sales division), has such a powerful edge, while also providing real-world outcomes to back up these claims. It had to serve as a practical tool for clients to get data pertaining to the campaigns they wanted to run across The Weather Channel’s varied platforms. Finally, there is an active blog on the media kit, which provides unique insights into how weather can affect business.
With such a broad set of strong content to work with, we adopted a UX approach that emphasizes the connections within the site. Users should be able to drift from a case study to a technology used in that case study to a spec for an ad unit that utilizes that technology, to a news story highlighting one client’s use of that ad unit.
We built the site with an innovative WordPress methodology backed by Timber, the excellent framework from Upstatement, paired with our object-oriented CSS and JS approach. The result is a fast, fresh web presence that is poised to grow.