Case study – NR website design

Milan-based NR Magazine, commissioned me to redesign their website, to strengthen and modernise its online presence and search visibility.

Fig. 1
NR logo
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NR logo

Challenge

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Ink sketch · Navigation, Information Architecture
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Ink sketch · User journey

Over time, their site had become slow and was poorly indexed, was ranking low in search results with extracts of random information. After in-depth investigation, I identified inaccessible copy and heavy media as key factors, altogether limiting performance and discoverability.

Fig. 3
NR logo
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NR logo

Strategy

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Mobile light theme · Photography features
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Mobile dark theme · Photography features

Drawing on research showing that younger audiences value sustainability-minded brands, I proposed a strategy to rebuild the site on the platform of digital sustainability; improving SEO, accessibility, and user experience in one package. The new responsive site encompassed over 300 pages and 2,900 optimised quality images, using open-source CMS, scalable and future-proof technology, with broad integration possibilities. It also introduced adaptive light/dark modes and a lightweight, energy-efficient framework – and a webshop.

Fig. 5
NR logo
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NR logo

Outcome

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Mobile light theme · Artist features
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Mobile dark theme · Artist features

Shortly after launch, NR ranked in top search results consistently, even when searching individually for featured artists. The redesigned site loaded instantly across devices, achieved top SEO and carbon-efficiency scores, while reflecting a progressive editorial vision. Google's score at the time of the sites release:

  • SEO 100%
  • Best Practices 100%
  • Accessibility 100%