Pronto is Spain’s best selling and most read gossip magazine, with a weekly circulation of 2 million copies. For almost 50 years it has been growing in popularity, and today it is the leader in its sector. Aiming to transfer its leadership into online media, Pronto decided to take its digital presence one step further with a brand new website.
Once Mucho accepted the challenge, the process of redefining the brand strategy began. Pronto had been looking for a way to translate their ‘feel good vision’ to their online platforms for a long time. They also came to Mucho for help with redesigning their user experience (UX) so that it fit the “mobile first” perspective they wanted.
We came up with an emotional narrative for the brand. It was rooted in the idea that no matter how hard life becomes, we can always take a moment to laugh for a bit or be moved by bit of news. A moment of small pleasure or happiness. A moment to be spent with Pronto.
UX Content Structure
Bearing in mind the audience’s behavior on media platforms, as well as the type of content that Pronto produces, we decided to create a new structure for the website. Content that was previously divided into different sections of the same magazine was re-imagined into smaller individual magazines. This enhanced the user’s experience offering varying content layouts, but with the same grid structure in order to safeguard unity across the entire publication.
The Pronto TV section became a small TV magazine, and the cooking section became its own blog. Each section playing an important role in this process of structuring the content of the website.
Distribution was carefully considered in order to capture website traffic redirected from celebrities’ social media platforms in a mobile first approach. It was also important to fulfill the expectations of the user when trying to share or spread the content.
Mucho’s vision has always been to connect the vibes and feeling of paper with the digital world, organically and with a lot of personality.
Former Digital Projects Coordinator at Pronto
UX Content Navigation
When creating the basic elements of this new modular system, it was important to keep in mind a the mobile experience. This would ensure a versatile and responsive appearance throughout formats.
In contrast to Pronto’s weekly publication, the website is meant to circulate daily information in real time. Therefore, it needed a product design that would seamlessly carry the reader throughout its varied content. To do this, two key aspects were considered; a recirculation space to redirect and retain incoming traffic from social networks, and the use of content snippets that are consumable upon view or extended once clicked.
After assessing the brand’s visual language, we decided that a total redesign would be most effective in building the narrative of accessible happiness through a fun and intuitive interface.
An evolution of the logo was needed to adapt it to an online space. We also recovered an interesting and quirky heritage of the brand, one of its initial typographies. We found using this process a unique font to be both respectul to editorial tradition, as well as appealing to its contemporary audience. Finally, we used emojis throughout the overall design to blend the visual language of emoticons with the editorial voice of Pronto.
During the process of maximizing Pronto’s mobile experience, our team prioritized the accessibility of an aged readership: the main audience of Pronto. Hence, we prepared the distribution of navigation and information into layers to make UX easier. We also improved accessibility to this end.
All in all, this combination of a brand strategic approach, the user experience and design intelligence brought a big final result: make this heritage printed magazine come to online life.