Extending a well-known brand beyond its TV roots

As the creative director for the TODAY digital properties at NBC News, I led a cross-functional team in designing and developing the online face of this iconic brand. The focus of product development for the TODAY audience was to optimize for mobile, keep it fresh, easy-to-use, and fun, and capitalize on an already strong brand presence. We focused on continuous improvement and a human-centered design approach—research, rapid prototyping, and user testing. The following examples are a small sample of projects showcasing the today.com brand.

TODAY.com

The online face of Today showcases content featured on the show and web-only content. The design is bright, clean and optimized for social sharing. Story-level pages feature a continuous reading experience that seamlessly surfaces the next story in the category as well as related content.

Targeted content

A key content driver for Today.com is a huge treasure trove of recipes from chefs, restaurateurs and digital staff. Today's interactive table was an experiment delivering collections of recipes in a single, easy-to-use presentation.

Parents Tell All

The Today brand is all about creating a sense of community and becoming part of the Today family. PTA is just one Today community that features parenting bloggers who write posts, contribute tips, ask questions and share advice.

TODAY social

Social media platforms, such as Pinterest, are one of the primary traffic drivers to Today content. Here is how we tested the effectiveness of various presentations and used data to drive design decisions.