The Week is the UK’s most popular weekly subscription Magazine, with over 180,000 subscribers. As fans of the publication we were both excited and flattered when Dennis Publishing asked for our help bringing their magazine to a new generation of tablet users.
At the outset of the project we gained some fascinating insights about The Week’s readership. Unlike other magazines, many people who subscribe end up keeping their subscription for years, if not decades. Also unusual was The Week’s rigorously consistent editorial formula: the magazine’s sections and subsections have appeared in the same layouts for almost 10 years. As a result, readers describe it as familiar, reliable and intuitive.
It quickly became clear that The Week’s readership wasn’t looking for rich interactivity, embedded videos or masses of hyperlinks. They wanted an interface that privileged the reading experience, and that felt self-contained—just like the print magazine.
With this in mind, we carried out a multi-iteration research and design project, beginning with paper sketches, then into clickthrough prototypes, and finally native iOS prototypes (built by the app development team at the Kaldor Group), where we honed the gestural interface and navigational details.
“It’s a very beautiful thing” said Felix Dennis, founder of Dennis Publishing “I’m really interested to see how well it does.”
We’re also amazingly proud and excited about this product, so can’t wait to see how it fares in the app store.
Download the app: itunes.apple.com/gb/app/the-week-uk/id468108781?mt=8