The Challenge

Though the site started by actor Will Ferrell and Adam McKay had evolved since 2007, there was no underlying design strategy to keep things in line. With an aging brand identity and a website that was the sum of any number of technical, advertising and design fixes, the Funny Or Die team needed Spring to re-imagine both their ID and their user experience to reflect their evolution from a simple web video site to an entertainment channel.

Funny Or Die
  • Client
  • Funny Or Die
  • Services
  • Strategy
  • Visual Design
  • UX Design
  • Development

Insights and Strategy

It’s no accident that Funny or Die is one of the web’s most visited entertainment sites; they know their audience. This was a huge help during our discovery phase when we generated six audience personas that would drive the design of the user experience. We quickly realized that the bulk of the site traffic was coming from just one of these personas, the ‘Rando’ — a visitor who drops in from a Facebook share, Google search or other link that bypasses the homepage. These visitors have a high bounce rate, making them great for raw traffic but hard to monetize. A key insight, therefore, was to design a site that exposed as much relevant content as possible, as cleanly as possible, no matter the page. In effect, every page on Funny or Die needed to be a homepage, with content and advertising integrated throughout.

Evolving the Brand

With such strong brand equity amassed over the years, Funny Or Die has grown from a website into a multi-channel, multi-platform entertainment company. They needed a more flexible identity that kept some core codes (the color scheme) but that could sit comfortably in any context while reflecting the newer, cleaner design of the site. We evolved the logo away from cartoonish to bold, clean and impactful.

Effortless Entertainment

As part of our concept development phase, we explored core user journeys in order to identify possible entry points and potential paths through the site. This enabled the team to determine the best ways to facilitate the frictionless discovery of content in order to drive up a key metric, time on site.

Secret Special Sauce

Getting the interaction model just right was critical to our success. So, we employed a highly iterative approach across our disciplines with wireframes, visual design and development moving forward in parallel.

The End Result

At the end of the day, people really just want to be entertained. And they want to be entertained without effort. We resolved to do that by putting content front and center — highlighting key bits of content using relevancy and organization to make consumption something that is just naturally inherent.

Nothing funny about this success story: overall time on site has increased by over 50% on desktop views and 80% on mobile.

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When it came time to completely overhaul Funny or Die's design, I knew I was going to need help. "Bring on the hipsters in ironic t-shirts," I thought. Anyway, I was happy with how the folks at Spring understood my business needs and translated them into practical results. They made the whole process easy and I was extremely happy with the results.

Mitch Galbraith
Funny Or Die, COO