Down to Earth is a leading environmental magazine with its roots at the Centre for Science & Environment – India. For reference it is the organization that broke the ‘Pesticides in Pepsi’ story and the ‘Antibiotics in Chicken’ story. The requirement was to create a website and CMS customised to their changing needs in their transition from a magazine to a news organisation. A solution scalable enough to accommodate not only a growing number of breaking news stories released every day but also enable the website to function as a library and a compendium. Enabling re-furbishing and re-use of existing content as well. Since the output of news from the organisation is growing, a lot of editorial tasks had to be automated and incorporated into the CMS workflow.
Role: As a UX Solution Architect, I was responsible for designing a brand new custom interface that showcases their content to the fullest as well as a powerful CMS that saves time and effort put in by the editorial team.
Skills Used:
Web Traffic Analysis
Persona Creation
Focus Groups
Contextual Enquiry
Wireframing
Case Study: After implementation Down to Earth experienced a surge of subscriptions and social media engagement. They are able to scale up to a news organization shaping the environmental policy in India for academia, businesses & media alike. Opened up revenue models for each kind of audience. Selling pictures to media, subscriptions to environmentalists, students and organizations and newsletters to businesses.
Ekta Rohra Jafri 