MSN// CAMPAIGN
Announcing a new website design without showing any hint of the new website design was a challenge. Microsoft had some history of upsetting their users when launching a new product design without making them aware of the change prior to flipping the switch. We needed to come up with a plan, design, and message to ease them into the transition without showing any of the new designs. We needed to make them aware that they’d have a chance to preview the beta version prior to the forced switch and ultimately they’d still have access to all the content they loved. We also needed to be prepared with a plan for an announcement leak.
PURPOSE
Announce to the digital world
Use banners and email
Explain to the users that the transition was not optional and when it would occur.
Oh… and don’t freak anyone out.
solution & outcome
Gain the best understanding possible about the previous issue with new site launches (i.e. which audience segment was upset). Understand the ecosystem… what will it look like when we start, what should it look like when we’re done, and what will the path look like along the way. Reinforce the quality of content through the choice of lifestyle images. Make the transition feel positive and soft.
The campaign was successful in minimizing the impact of change on the users. MSN was also praised in many different articles about their approach before, during, and after the transition.
