How To Integrate Complex Web Properties: Three Approaches

There are three approaches to integrating and managing complex web properties: First, we have families of websites that use a common template and that are fully integrated either through navigation or visual design. Second, there are those websites that use a common template but are not fully integrated. Finally, there are organizations that take an ad hoc approach to their web properties. That is, they neither use a common template nor make an effort to integrate their websites. I will provide examples of all three.

Wall Street Journal Digital Network (WSJDN)

1. Group of five primary and several secondary websites
2. While each website has a distinctive layout as well as look and feel
3. However, all sites have been built on the same infrastructure and with the same foundational template
4. Adding new properties to the group is relatively easy

WSJDN – Wall Street Journal, Market Watch, Barron’s and All Things Digital. The same global navigation is used across all WSJDN websites

Pew Charitable Trust (PCT)

1. Group of websites not tightly integrated
2. There is no global menu or navigation that allows users to go from website in the family to another
3. All websites have been built on the same platform and based on the same template
4. Adding new web properties can be achieved with little effort

PCT – Pew Center on The States, Pew Research Center, Pew Hispanic Center and The Pew Forum on Religion

US Government

1. Group of related websites with little to no integration
2. Redesign of the White House website has redefined what users expect from a government website
3. However, no other government website delivers
4. P&G takes a similar approach as well

Exit Warning! They seem to discourage users from leaving whitehouse.gov and moving into other US Government websites

Selected US Government websites

Copyright © 2009 Pedro Laboy