What would you say you do here?
- Director UX & Design – ShareThis
- Creative Director – USA TODAY Sports
- Owner / Creative Director – Levin Media
- Art Director – Armada Skis
Once upon a time
- 2007: ShareThis launches one of the first, easy-to-configure multi-channel share buttons
- 2011: Business pivots to media sales
- 2012: De-prioritizes and off-shores development and maintenance of sharing buttons
- 2016: Anemic or negative growth, low conversion, high rates of churn
- 2017: Re-prioritize commitment to publishers
Share button configuration
Interactions and animations
On hover animation, hide/show toggle, and responsive behavior
What’s under the hood?
Take the prototypes for a test drive
For The Win!
USA TODAY Sports
In The Beginning
For The Win launched in April 2013 to dramatically grow USA TODAY Sports’ digital audience. Drawing inspiration from BuzzFeed and other digital media upstarts, FTW became the first — and best — social content site focused on sports. The strategy was entirely geared toward social and mobile engagement, as well as the young audiences and behaviors driving content consumption in those circles.
A Brand Is Born
The success has been both critical and practical. FTW is a media darling, with coverage appearing in Digiday, Ad Age, Nieman Lab, Atlantic Wire and Sports Business Journal. The site has grown to as many as 17 million monthly users and generated more than $5 million in 2015, operating at a 70%+ profit margin. In Q3 2015, FTW set records for unique users (40mm, + 14% YOY), organic referrals (44mm, +33% YOY) and page views (128mm (+23% YOY).
2013: FTW v1.0
- Cluttered UI
- Poor information architecture
- Not mobile friendly
- Minimal business consideration
2014: FTW 2.0
Organize & Stabilize
All about the shares
When a visitor arrived from Facebook, we showed them only a Facebook share button. This increased shares by ~150%. The same experiment for Twitter was inconclusive.
Redesigning share buttons and adding a call to action above the buttons increased clicks by 3% at the top of the article, and 18% at the bottom of the article.
Removing infinite scroll from the bottom of mobile article pages increased overall page engagement (clicks) by 16%
Removing thumbnails from the sidebar decreased module clicks by 23%. Increasing the size of thumbnail images increased clicks by 32%. Moving the sidebar from right to left increased module clicks an additional 19%, and increased overall page engagement by 3.4%