After two years of strategy, design, and engineering, I’m proud to announce Sony’s new online presence, created in partnership with Nurun, has just launched! The gorgeous new site leapfrogs Sony ahead of their consumer electronics competitors in terms of design, interactivity, and cross-device compatibility.
Sony’s newly refined product line comes to life with retina imagery, elegant layouts, gorgeous type, and app-like interactions. Best of all, this beautifully presented content is fully responsive, “flexing” from wide-screen monitors to portrait smartphones, guaranteeing an awesome experience on every device.
For a super-quick tour of the responsive home page, check out the video above.
Better yet, head over to sony.co.uk to spend some time with the real thing.
Bringing Sony to the Modern Web
Back in 2011, we were tired of talking about responsive web design and keen to apply Nurun’s signature design to a responsive project of our own. Our wish was granted when Sony came to with us an ambitious project aptly named the “Global Web Transformation”. They needed a design and development partner to help bring them to the modern Web, while unifying hundreds of fragmented marketing and e-commerce experiences. In the pitch, we made a passionate argument in favor of responsive design and our forward-thinking approach won us the work.
Did You Say 'Two Years'?
Transforming the online presence for a global giant like Sony is fundamentally different exercise than, say, creating a new site for one of our startup clients. The sheer size of the organization along with some unique challenges contributed to this long timeframe. Sony’s regional business units run with a high degree of autonomy, which meant gathering buy-in from stakeholders in dozens of countries. On top of that, Sony was transforming their business in parallel to our efforts. Major changes included a radical simplification of the product line and the launch of their next-gen PS4 console. Lastly, the size and distributed nature of the project team—300 people working in 11 countries across 7 time zones—necessitated a slower cadence.
The ultimate success of this project was as much about our ability to collaborate on a global scale as it was about our design and engineering expertise. We effectively cooperated using a combination of digital collaboration tools—like Google Docs, HipChat , and JIRA—and plenty of physical travel between teams and offices. Our crew and Sony’s San Francisco-based UX team essentially functioned as a single entity within the broader project structure. This close partnership was important when the user experience priorities were challenged by financial or operational pressures elsewhere in the organization . In the end, we succeeded in delivering on our original vision, first imagined two full years prior to this launch.
The site premiered in the EU and Latin America, localized for 26 countries with content in 59 languages. It will roll out to the Americas and Asia later this year.