New York Times’ new website design: an early appraisal

We asked a few editorial designers to assess how the NYT’s proposed website redesign is shaping up…

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The New York Times is currently redesigning its website and trialling a new layout, offering a preview of the first phase of the project which focuses on the “look and feel of articles”. We asked a few editorial designers to assess how the NYT’s new look is shaping up…

But before we look at the new design, here’s a quick look at how a story looks on the current version of the site:

And here’s how an article viewed on the new site (you can see more online here) will look:

It’s clear to see that the new design approach minimises the previous clutter, with main stories clickable across the top of the page with a “sections” button top left offering the chance to navigate to different sections of the paper:

“I’m really impressed by the demo, it’s the latest in a number of projects pushing towards a calmer, more reflective online reading experience,” says regular CR contributor Jeremy Leslie of “Matter, Aeon (a client of mine) and others are looking to provide an elegant reading environment: less interuption but with neccesary elements (commenting, ads, sharing etc) appearing as required rather than jumping at you,” he continues. “Taking advantage of the retina resolution, they are typographically fine-tuned and are built and designed to take longform content and make it legible and accessible across multiple devices.”

Leslie hints that this approach is now the way forward for newspapers’ online offerings. “Not so long ago all the ‘broadsheet’ newspaper websites looked the same,” he says, “sporting system fonts, familair grids, common design tics. The Guardian, for instance, was very influential when it relaunched years back (it’s taxonomy etc) and other UK papers followed. It now looks very dated, as this latest NYT demo establishes.”

“The big decisionn seems to be to streamline the reading experience,” says Mark Porter, principal at Mark Porter Associates who worked on the editorial design of the Guardian newspaper and also its iPad app. “The article pages look as if they will have a lot more space, and a lot of the clutter will be hidden away until activated,” he observes. “In most editorial websites the content on the article pages is swamped by navigation, links, promos and marketing material, which makes it hard work getting to the story, and after all, that’s what you came for.

“The NYT appears to be taking a lead from the kind of design we’re seeing on touch-screen tablets and smartphones, making the content the hero, and trusting the reader be smart enough to invoke the naviagtion, comments and links when they want them,” adds Porter. “This also unlocks the possiblity of making the site much more responsive, and a better expereince on a wide range of devices.

“On this showing, it promises to be pretty revolutionary. In recent years, the New York Times has been one of the densest and most cluttered editorial sites on the web; but if they get this right they will become one of the cleanest and most usable.”

Above: a small speech bubble and counter top right of an article’s page can be clicked to open a side panel revealing comments actually alongside the article

Jon Hill, design editor at The Times is also positive about how the NYT’s online articles are looking in the proposed redesign. “For a while now we’ve seen websites care more about typography, grids and layout – for want of a better word,” he told CR. “The early indications are that the NYT site will adopt their elegant and recognisable palette of typefaces and page furniture from the print edition and bring them to their website,” he continues.

“This has to be a good thing for the reader and commercially as I think it stacks up to be a more valuable product, and not just another news site.”

This longer section of a news story shows how links to related content can be neatly flagged up alongside a story, and also how image captions too appear to the right of the main text and image column

Hill is also impressed with the thinking behind the redesign approach: “Editorial design aside, I think the most exciting developments here are ideas like the navigation changing depending on what you’re reading and if you’re logged in. For me, some of the most exciting aspects of digital editorial design is thinking about the conditions in which the reader is looking at your site / app. For example, can you give them related stories or updated stories because you know they’ve logged in previously and read these subjects. Or can you provide an abbreviated version of a story because you can tell they’re reading on a smartphone.

“The NYT site seems to be taking all of these ideas on board and, like any big site redesign, is thinking about creating responsive systems so the site works well across all devices and screen sizes.

“The most mind bending part of all of this for editorial designers is the idea that wysiwyg is dead,” Hill suggests. “The most sophisticated sites, particularly sites that contain lots of editorial components, like, have to be built around the principles of responsive and fluid layouts. Hats off to the New York Times, they seem to be making some intelligent moves in this direction.”

Explore the NYT’s proposed redesign of its site at

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  • Jamie

    It is interesting to see the investment in design that the NY Times is making. With this new layout and articles like ‘snowfall’, editorial design online is moving in the right direction. I do wonder if this is a direct relation to the website moving behind a pay-wall? (ignoring the free 10 articles you get per month). The new design looks instantly better from not having external advertisements (as opposed to the tacky Starbucks ad in the existing layout).

  • Tom

    To think the NYT will not have advertising on it’s new pages is very naive Jamie

  • Jamie

    Tom, I didn’t mean it to sound like that, as I know it will do. Was highlighting that they are using the ads to make the new design significantly better than the old one, by not including them.

  • I am not sure what level of research and UX understanding went into this design for the New York Times, however, it looks pretty bland to us. The beauty of taking a printed platform digital is that we may benefit from what print can not provide us, a level of engagement that is becoming expected. Initial reviews of the designs at appear disjointed and basic. Nothing particularly mind blowing here, have we missed something here?

  • Sam

    I agree, doesn’t do a ton for me. Looks like a pretty basic blog format and not up to the standards of the prestigious NYT…

  • chris

    Taking Tom’s point above about less ads contributing to improved layout (there is still an MPU but it’s conveniently a nice Times’ fashion ad) and the comment that “less interuption but with neccesary elements (commenting, ads, sharing etc) appearing as required rather than jumping at you”

    — is part of the redesign to have less ads or (and this sounds counter-intuitive) ads appearing “as required”?

  • Debs

    Very dull and overdone.

  • Ed

    The insides of paperback books are dull, basic, bland etc. but they function really well so you can understand the content and end up being engaged.

    Trying to judge this without interacting with it and understanding how it functions seems a bit premature to me – It might be absolutely lovely to use.

  • A

    The new design doesn’t necessarily need to be reinventing the wheel, it at the most minimal needed to provide a better reading experience and I think it does this. It does now encourage uninterrupted reading (even with advertising) and this was what was missing and what is key.. the columns were in a dated format and now no longer are, sometimes that’s enough to succeed in a project, which I think it does.

  • The New York Times site has been looking slightly dated and very cramped for a few years now, so not surprised a re-design is on the horizon. More legible text, spacious layout and an easier navigation should help, its a nice step forward.

  • For me isn’t necessary to have a huge impact of visitor, but however new look is also a big points for visitors, additionally when your changes is easily for them to navigate.

  • I think the new design works really well, understandably it might be a bit of a shock to those used to the ‘clutter’ of the previous design but i genuinely think it works incredibly well. Simple, clean and fresh often works the best.

  • I kind of like the website, it looks smooth on the iPad.

  • Web Designer Nottingham

    Like a lot of redesigns my first impression was low, (I don’t like change! :)) but I like it now, in fact, love it is a better phrase, if not overused.

  • Martin

    I’m a web designer and developer and I also think this redesign is very drab. It will unfortunately out-date itself very quickly too. You need a specialist user interface developer to come up with a great design.

  • The overall design is right up with the current trends and useful for reading on an iPad, mobile or other tablet device. However, they may have missed a trick or two with no Sticky Navigation/Menu Bar or Content Blocks, instead relying on the ‘old style’ drop-down menus. As others have commented above it will age and look old very quickly, specially with the changes and trends in most web design agency pipelines.
    Neil Charlton

  • Philip Murphy

    I hadn’t read the NYT online using a computer for a few weeks, instead I read the Sunday edition at the table, and the online content via my phone. It was a shock last week when I settled down in front of my monitor for a good news immersion and found myself looking at the same bland, content poor layout as I had from my phone. Given the limitation of my phone (a Lumia 920) it makes sense that the website of the foremost news source in the world looked like a wordpress blog. On my full screen it is pathetic (In reality, due to its poor design, it only takes up half my screen).

    The value of a newspaper is NOT the value of reading a story. The value of a great newspapaer is in the editorial choice of content, then the depth of the content. Its is the value of reading multiple stories simultaneously, of quickly deciding that the first story is not as valuable as the one beside it and so quickly moving over. I don’t need to be isolated in a story surrounded by white space to “enjoy” reading it. There seems to be a deep obliviousness by those who are driving the “content rules all” web design fad to the different values represented by different types of online media.

    PS: In your own article above, having the old web design contain a gross starbucks ad, but the example of the new design having a “nice” ad was a biased and misleading selection. P