CNN Ad Experience

Championing transparency to redesign and systemize the CNN Digital ad experience

ROLE

Product Design Intern — Interaction Design, UI/UX, Design System, User Research, Branding

CONTEXT

With over 100 million unique visitors per month, CNN’s revenue is primarily driven through the sale of ad slots. However, the content of the ads are not endorsed by or align with CNN’s professional standards, yet are structured to resemble CNN's editorial content. 
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This misleads viewers into believing the ads are CNN-backed – unknowingly driving down the brand image.
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In this internship, I designed a solution to clearly differentiate ads from CNN's own content, ensuring clearer boundaries and maintaining the news platform's integrity.

TEAM

CNN Ad Experience — 1 PM, 1 Design Lead, 1 Engineer Lead, 4 Engineers

TIMELINE

Summer 2024 — 12 weeks (Returning in Fall 2024)

OVERVIEW

PROBLEM

How might we differentiate ads on CNN to improve user trust while maintaining advertiser satisfaction?

OUTCOME

While work is under NDA until implementation in Q1 of 2025, my main contributions include:

1. Leading the research and design of effective ad treatments to drive user engagement and trust, finding a 100% preference for my new designs

2. Defining the brand guidelines of ads on CNN Digital to enforce a cohesive visual and interaction language for over 50 advertisers

3. Establishing a scalable design system with improved components and layout documentation to standardize and streamline the workflow of other teams

TAKEAWAYS

01.

Turn constraints into creative catalysts

Constaints often force innovation. Working with CNN's large and established editorial branding challenged me to embrace limitation to unlock new approaches that push the boundaries of what's possible in design

02.

Create flexible guidelines, not rigid rules

Design systems should be built with flexibility in mind, allowing teams to adapt components without breaking consistency or stifling innovation. Only with consistent, iterative design sessions can they adapt to various contexts.

03.

Align user experience with business objectives for sustainable success

Achieving long-term success requires finding a balance where user satisfaction and business goals coexist. Through close collaborations with multi-disciplinary teams such as Content, Revenue and UX Research, I learned how to create cohesive solutions that deliver value to both users and stakeholders

04.

Embed accessibility into the design process

Make accessibility a core component of the design system from the start, ensuring that all design decisions prioritize inclusivity. With over 100 million visitors monthly, I had to be more cognizant of the colors, text sizes and color ratios so that everyone-regardless of ability-can navigate, engage, and derive value.

CNN Ad Experience

Championing transparency to redesign and systemize the CNN Digital ad experience

PROBLEM

OUTCOME

Thanks for reading!

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