Wilson Fletcher


Transforming Australia’s busiest homepage

In 2011, ninemsn’s homepage reached over 75% of the Australian population and housed some of the most valuable digital advertising spots in Australia, making it the single highest revenue-generating page in the country. Having not been redesigned for a number of years, they wanted to revamp the page in order to deliver a more relevant and intuitive experience to their audience.

  • Sydney
  • London
20 Weeks

Relevant, timely, customisable

With so much content on the page and the gateway to the rest of the ninemsn network, we had to strike the right balance between capturing the audience’s attention without overwhelming them with clutter.

Design features like the left-hand column of celebrity and gossip tested well and successfully drew users down the page. Surfacing specific content at different times-of-day and day-of-week helped to increase the relevance and discoverability of content, keeping users engaged for longer. To reinforce the notion of ninemsn as the page Australians choose to start their online experience with, we also gave users the ability to pin their favourite sites to the header and customise their weather forecast.

10% increase in click-through rates

Faster page load times

Retained #1 news & entertainment site in Australia

A radical new look for Australia’s favourite homepage

Since its launch in August 2011, the new homepage exceeded all of the key success metrics - unique browses, time spent on the page, deeper network engagement - set out by the business and has continued to be a hit with the 2 million strong audience who visit the page each day.

“We scoured the world for a design partner, found Wilson Fletcher and they delivered.”

ANDREW HUNTER, Head of Network, ninemsn