Reddit’s head of design on how the site was redesigned


Pursuing the online forum being given a new look by its in-house design line-up, we speak to Diego Perez about what they were disquieting to achieve with the redesign, and the importance of community-led design projects.

Chart Week: Tell us a bit about your role, and how Reddit’s design get is structured?

Diego Perez: As the head of design at Reddit, I’m responsible for pre-eminent and building the design discipline for the company, as well as the overall user face (UX) of our products. My team is a multidisciplinary group of designers, artists, and researchers. Together, we’re bringing new experiences to Reddit’s more than 330 million monthly operators, driving increases in user engagement and helping shape the company’s all-inclusive brand perception. We have people with many talents and passions on the work together, which brings different perspectives to all the work that we do. As for the nuts and fastens, Reddit’s design team is organised into a number of smaller commodity and initiative-specific teams, headed up by a design leader that is responsible for the body’s goals and professional growth. We also have brand, creative and investigating teams that support our projects across the entire company – redesign and else.

DW: Why did you decide to redesign the site?

DP: The redesign has been in discussion for quite some chance. We haven’t updated the look and feel of our desktop website in about a decade, and the old Reddit was literally built on the same code that our CEO, Steve Huffman, wrote when he created the site 12 years ago. Across the company, our goals for the redesign were to certify the site more welcoming to all users and ensure that we can build and update the commodity much faster in the future. What has been missing from those palavers, however, was both a team that was up for the challenge and a clear direction to go aboard upon. When I joined the company about a year and a half ago, we on the double got to work understanding the existing website along with the pain spotlights and opportunities for our users. Across the entire design team and the wider attendance, we spent a lot of time and energy visualising where Reddit could go, which cultured our decisions throughout the redesign.

DW: Can you tell me about the process of the redesign, and why you’ve confused Reddit users?

DP: We started early on by visualising and defining what attainment would look like for the redesign, given our motivations and where the area was at the time. We had a pretty good idea of where we wanted to go, but had more beyond considerations than answers. So we cast a wide net in terms of design concepts and started proving them with a diverse group of people within the company, along with reported users and people who had never used the site before. Our research band has taken that same approach to communicate with testers. They’ve relied on the whole from user surveys and video calls to in-person office befalls and on-the-ground canvassing throughout San Francisco. We even had the pleasure of visiting some of those prehistoric testers during last year’s first-ever “Mod Roadshow.” Getting to see and be in sympathy with the different walks of life, perspectives, and personal values that our purchasers derive from Reddit has been both gratifying and crucial as we’ve looked to develop a better product.

DW: What are the most significant new design features?

DP: The most expressive aspect of the redesign is all the work we’ve done to empower users to customise their incident on the site. A great example of this are our new community tools, which assign moderators to create unique identities for their communities in both way and function. You can see the same principle of customisation at work for users, as they can now prefer between several viewing options: classic, compact or card representation. This way, users can tailor their experience instead of having to accustom their behaviour to our design. Another big part of the redesign is our work evolving the trade name. Our mascot, Snoo, has been on a journey as well. We now have a new brand cosmos that we’re using across all our products. We think the brand plays a big rle in how we introduce people to the new Reddit.

DW: Why was it so important for you to introduce more choice for drugs?

DP: Reddit is a personal experience. How people spend their time on the plat and within its communities is very different from one user to the next. The nature of community you’re browsing, your role within it, your physical unearthing, and even the device that you’re browsing from can heavily influence your taste and needs. Whether we’re talking about moderators, new users, “lurkers” or unbiased the uninitiated, a user’s experience on Reddit is completely dependent upon situation. That said, context was a really important consideration as we built the guiding propositions for the redesign. We wanted to build a site that was approachable, inclusive, private and human. To do that required building choice and customisation into the effect.

DW: Do you think that community-led projects such as Mozilla’s rebrand by Johnson Banks are something than can be moneymaking more widely?

DP: Absolutely, and I’m fascinated by the range of concepts that were surrender of that rebrand. It was certainly the right approach for us, as we’re always learning from our narcotic addicts. We acknowledged very early on that our users brought the product to existence for many years. They’ve come up with creative hacks to dispense with the lack of features and grew communities from the ground up. We be informed that success would depend on their direct involvement. Our crew came into the project with a clearly defined perspective, but everywhere in this process we’ve adapted and been open to the ideas and needs of our community. We installed a good foundation for the site by defining our basic building blocks in terms of advice hierarchy, typography, and base user interface (UI) components. This conceded us to better collaborate with our community when working on features.

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