Soon after the USAToday.com redesign success stories emerged, Sports Illustrated partnered with Fantasy Interactive to reinvent the way sports content is consumed across all devices. The Redesign of SI.com included creating an innovative new experience for online readers that remains true to the Sports Illustrated legacy. Fantasy provided strategy, UX and Visual Design (not development).

It helps to craft new methods of storytelling, as well as frees the brand to continue the conversation on new platforms (video, mobile, and social), all with a robust connective tissue that brings everything together.

With the redesign we focused on the pillars that set SI apart from competitors: the quality of the content, unique voice and unparalleled analysis. That meant creating a mobile-first approach which removes interface obstacles and presents the SI content, social hooks relevant to users, and advertisement which integrates seamlessly.

The design framework allows SI to maximize efficiency during daytime (stories, lineups) and in the evening (breaking game action, etc). “The Si.com project was a project that fit’s our model here at Fantasy. SI didn’t want a redesign they wanted to set the bar. Clients that are looking for disruption get our attention and the passion.” – David Martin, CEO, Fantasy Interactive

AdWeek says – “SI.com Gets a Big League Redesign”

TechCrunch says – “I got a quick tour of the website last week, and the change struck me as a bit more dramatic than the company’s other recent redesigns. Instead of a standard magazine landing page, the Sports Illustrated homepage has been transformed into an endless stream of customizable modules that can feature different kinds of content, like sports scores and video highlights”

About Fi

We are Fi. A Digital Design company with a specialized focus in creative strategy and interaction design. We approach engagements with a heavy bias towards aesthetics and innovation.

Some might say we are disruptive.

Re-imagining Travel (featured in WIRED)
http://www.f-i.com/fi/airlines/

Re-imagining E-Com (Wacom.com)
http://blog.f-i.com/the-new-wacom-com-a-product-site-that-inspires-you/

Re-imagining News (USAToday.com)
http://goo.gl/4fLqt

Re-imagining the App Store (Google Chrome Store)
http://www.f-i.com/google_chrome_store/