The clutter is gone. The Indiatimes.com website, alongwith timesofindia.com and Indiatimes Cricket, has unveiled a new look recently which is also easy to navigate. All the sub-sites now use the same Indiatimes branding. The website has been designed by global consultancy Human Factors International (HFI). It was done after a research dome with users in India as well as NRI users.
Indiatimes Managing Director & CEO Dinesh Wadhawan said, “The reason for changing the look is because consumer preference has changed -- the customer wants an environment that is clean. We wanted to ensure that we provided a quality service to our readers and we want Indiatimes to be a destination for anyone who thinks of India.”
Indiatimes has also redesigned its logo. Indiatimes Director-Content & Marketing Mohit Hira said, “We have changed the logo from saffron-white-green to a black-and-red logo. The new logo represents India in its true essence -- an India that is conventional yet contemporary. We are giving additional features on the site such as an option to reduce the page size and also changing the site colour to pink, lilac, etc.”
Giving details about the site, Hira said, “It has evolved a lot. Earlier, there were 60 links on the site. Now there are only 18 links that are visible and you have to further scroll the links. We have reduced the banner ads running on our site from nine to three. Timesofindia.com also has a clear layout. There is a picture of videos straight on our site. We have an upfronted special city section. We have a feedback column with every article and we are getting a lot of feedback on articles.”
Indiatimes Cricket also has new and cleaner design and has navigation tabs in the top bar. “Our score card is very popular and we have neatly laid out match schedules,” Hira pointed out.
Hira explained that the new look and site design has increased visibility and clicks. “There has been an increase in traffic. It’s good for the advertiser as there is less clutter on the site. We will add more personalisation as we go along.”
Hira also informed, “We will be rolling out shopping, ET.com, travel, mobile, astrology and many other features in next two months. We will roll out the new Indiatimes email in June.”