Even savvy users were unable to easily navigate these sites – which included email, movies, astrology, blogs, dating and chat, as well as e-commerce sites for travel, shopping and mobile value-added services.
Moreover, the channel sites faced steep competition from all directions.
is the largest e-commerce site in India, having launched in 1997 with a vision of becoming the "destination portal for everything Indian." The site gets over 400 million page views per month and is the country's third largest online property, just behind Rediff and Yahoo.
As traffic has increased over the years, however, and its 70 key channel sites swelled with new content and features.
Early in the redesign process, the following high-level objectives emerged: HFI evaluated Indiatimes' existing sites to understand the inherent issues and bottlenecks, then conducted extensive user behavior research, including over 100 face-to-face interviews in key Indian cities and remote sessions via phone.
Special attention was placed on understanding the cultural issues and motivations of Indians and nonresident Indians.
This new approach assesses how Persuasion, Emotion and Trust affect users' online decision making and interactions. Chairman Vineet Jain, "The Internet business is no longer the domain of a company; it is the user's demand for uncluttered content that has paved the way for the evolution of usability on the Net.
The new look of and its associated sites reflect this philosophy.
The company also has a variant that runs on Qualcomm Snapdragon 820 processor.
The smartphone runs on Android 6.0 Marshmallow operating system and offers 4G, LTE, 3G, Wi-Fi, Bluetooth, GPS and USB Type-C as connectivity options.
It also incorporates a fingerprint sensor and is backed by a 3,000 m Ah battery with Qualcomm Quick Charge support.
The redesigned Indiatimes portal now presents content and applications in an intuitive, consistent, clutter-free way.
Users can easily find articles, audio-visual content, opinion-gathering tools, and special offers on redesigned sites.