Valori is Fondazione Finanza Etica’s newspaper, promoted by Banca Etica and Etica Sgr. Through surveys and reports, Valori’s editorial team seeks to raise awareness of the relationship between economic and financial issues and those related to quality of life, the environment and the community.
In 2018, Moze helped Valori redesign the magazine digitally, with the aim of making it more accessible to new generations and optimised for reading on the move.
In 2020, Valori and Moze are joining forces again, with the aim of making new improvements to the reading experience of the online magazine.
Design Sprint
Using the Design Sprint process, we formed an interdisciplinary team of both Moze and Valori members to design and build a prototype in just five days. We explored multiple alternative design concepts, we created an interactive prototype of the new newspaper website and we tested it against five users.
The insights allowed us to collect valuable insights, both to better understand users’ needs and for assessing the usability of the new website version.
Brand visual identity
We redesigned Valori’s visual brand identity, with the aim of making the editorial hub suitable for the younger public as well as the older readers. We created a new logo, selected an appropriate typeface for long reads and defined the style of photographic content.
Solution development
We developed the new design basing our work on WordPress, creating a custom theme with features designed according to Valori’s needs. During the course of the development process we paid particular attention to the optimization of the online magazine for engines search (SEO) and for popular social networks (via Open Graph and Twitter Cards).
Results
Thanks to the editorial staff and the redesign of the website, in two months since its launch Valori has more than tripled the number of readers.
Claudia Vago Project Manager, Fondazione Finanza Etica
New sprints to improve UX
In 2020, to understand how to improve the website, we decided to investigate its readers’ experience directly together with Valori’s team. We used a process devised within Moze called UX Interview Sprint: an accelerated path of qualitative research based on the Jobs-to-be-done theory, during which individual interviews are conducted with some of a product’s users.
We investigated the reasons that drive users to read Valori and collected information on the quality of their experience in the context of financial data. By reconstructing the user experience, we developed hypothetical improvements that have fuelled the design process for Valori’s new website.
Design and development
Starting from the feedback collected during the UX Interview Sprint, we have co-designed with the Valori team their new website, with a focus on a few specific areas.
We have redesigned the home page to offer users an overview of a higher amount of content highlighted by the editorial staff. We have reorganised the rest of the page to make reading lighter, i.e. with less dense content.
We have improved the layout of Valori’s dossiers to achieve pages with a strong visual impact, as traditionally happens for dossiers in print magazines. First of all, we wanted each dossier to have its own cover with title, image and logo.
We redesigned the experience of reading the article, the heart of the online magazine, by prioritising a layout that in desktop view would use the entire space available more harmoniously, balancing the proportions and size of the typefaces and other visual elements. We made improvements to the site by working directly on the WordPress theme we had already created during the previous collaboration with Valori, to ensure continuity with the solution already used by the editorial and product development team.
Claudia Vago Project Manager, Fondazione Finanza Etica
