Funny Or Die
Nothing funny about this success story
Though the site started by actor Will Ferrell and Adam McKay had evolved since 2007, there was no underlying design strategy to keep things in line. With an aging brand identity and a website that was the sum of any number of technical, advertising and design fixes, the Funny Or Die team needed Spring to re-imagine both their ID and their user experience to reflect their evolution from a simple web video site to an entertainment channel.
- Funny Or Die
- Visual Design
- UX Design
Simple navigation and an endless scrolling page make it easy to discover and consume content at your own pace.
A one-click browse button allows visitors to quickly scan content by category or by celebrity.
An uncluttered viewing experience puts the focus where it should be, on the content.
Predictive search guesses what you might be looking for and auto-populates relevant content by type.
Collections pages like this one feature curated content grouped by personality, web series or theme.
Optimized for Mobile
A responsive design provides access to the full site experience, whether you’re on a desktop, tablet or phone.
Insights and Strategy
It’s no accident that Funny or Die is one of the web’s most visited entertainment sites; they know their audience. This was a huge help during our discovery phase when we generated six audience personas that would drive the design of the user experience. We quickly realized that the bulk of the site traffic was coming from just one of these personas, the ‘Rando’ — a visitor who drops in from a Facebook share, Google search or other link that bypasses the homepage. These visitors have a high bounce rate, making them great for raw traffic but hard to monetize. A key insight, therefore, was to design a site that exposed as much relevant content as possible, as cleanly as possible, no matter the page. In effect, every page on Funny or Die needed to be a homepage, with content and advertising integrated throughout.
Evolving the Brand
With such strong brand equity amassed over the years, Funny Or Die has grown from a website into a multi-channel, multi-platform entertainment company. They needed a more flexible identity that kept some core codes (the color scheme) but that could sit comfortably in any context while reflecting the newer, cleaner design of the site. We evolved the logo away from cartoonish to bold, clean and impactful.
As part of our concept development phase, we explored core user journeys in order to identify possible entry points and potential paths through the site. This enabled the team to determine the best ways to facilitate the frictionless discovery of content in order to drive up a key metric, time on site.
Secret Special Sauce
Getting the interaction model just right was critical to our success. So, we employed a highly iterative approach across our disciplines with wireframes, visual design and development moving forward in parallel.
The End Result
At the end of the day, people really just want to be entertained. And they want to be entertained without effort. We resolved to do that by putting content front and center — highlighting key bits of content using relevancy and organization to make consumption something that is just naturally inherent.
Nothing funny about this success story: overall time on site has increased by over 50% on desktop views and 80% on mobile.