HP Newsroom
Building a consolidated news hub for HP leveraging NYT expertise.
Agency: The New York Times
Director: Katie Manderfield
Creative/UI lead: Dharini Perera
UX lead: Emma Wade
Design Studio: Avec Studio
Dev team: HP, Inc. 
Task
To reimagine how users engage with HP content by consolidating their current sites and creating one newsroom hub that target consumers can frequent and where thought leaders can learn about HP’s newest innovations, partnerships and initiatives.
Idea
The Garage is an iconic symbol of the tech world, but few know that the real garage and “Birthplace of Sillicon Valley” belongs to HP’s William Hewlett and David Packard’s and is at 367 Addison Avenue, in Palo Alto. We wanted to celebrate this and extend that symbolism to a place online where they can speak about tech and spark discussions.
Research
Company news was divvided and published in two separate subsections of the current site, as well as on some smaller blogs within other parts of the ecosystem.
Pain Points HP.com Home
The user searches for the Newsroom link in top Navigation but is unable to find it. It takes the user sometime before they find the Newsroom link in the footer.
They type “News” into the search function in the main navigation to find the News@HP site
News@HP
On desktop the user clicks/taps on “Press Releases” icon in second level News@HP navigation. The user is redirected to the Press release page but has no way to return to the News@HP blog page as their browser window is minimized and does not have a back button.
Newsroom Blog
User wishes to see all posts for education but cannot see how many blog posts tagged as education that are blog.
User cannot read all article content on feature pages as the progress indicator is covering the text.
User clicks/taps on “Press Releases” and a News@HP page. The user does not know how to return to the page they were on.
User is frustrated by the amount of time it takes to find blog posts that interest them on the newsroom page. They find tapping “More blogs” button over and over a slow process.
Research Output
Through our research, we recomended that The Garage News hub be located in the main navigation of the HP.com site alongside their most prominent products.
Upwards of 40 feature reccs
5 navigational sections
6 types of page templates
Introduced a new CMS to client and content editors
Our AudienceThe Executive
Tech C-Suite executive and business decision makers that need to keep up with tech business and news that affects their company and industy.
The Early Adopter
Individuals with a high tech lifestyle that like to be in the know about tech mergers, IPOs, mergers and new tech before it hits the shelves.
The Solution Seeker
Small business solution seekers that are interested in mobile technology, silicon valley news, higher education advances from tech and healthcare innovations.
