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Easy reading for a Philly institution

Easy reading for a Philly institution

mobile view of an article

Philly-hero-phone is a regionally well-known online source for Philadelphia-area news, pulled from The Philadelphia Inquirer and Philadelphia Daily News, along with some unique content of its own. is the largest media website in the Delaware Valley—with 7.7 million total combined desktop and mobile unique visitors.*

Happy Cog partnered with Super Friendly to redesign with the goals of improving user experience across all devices, boosting online revenue, and increasing design system flexibility.

What was important to us was user experience, and really focusing on mobile and making that work as well as we possibly could.

—Eric Ulken,

Eric Ulken on working with the Happy Cog team on the redesign.

To improve user experience across all devices, we chose typefaces that reflected the existing brand but were much easier to read on screen. We arranged article pages to present the right information at the right time—making for a more efficient and pleasant reading experience. The site’s strategic shift in priorities put readability over advertising, which increased page loads due to third-party code. The new site offers feature parity across all devices, so nothing is lost between desktop, tablet, and mobile.

Ad placement was reconsidered and adjusted through a mix of improved placement, density and viewability. We worked to find the right balance between ads and user experience.


Before its redesign, many editors and producers voiced frustration at what they felt to be a rigid design system for We designed a system that allows for the possibility of homepage and article variations that match the kind, importance, and urgency of the information at hand. This more flexible system allowed for producers can spend more time giving article pages the love they deserve.

*Source: comScore Multi-Platform, comScore Media-Metrix and comScore Mobile Metrix; March 2015

The experience of searching for the right field of study and courses is seamless across all screen sizes. Go Phillies!

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