A Dynamic Digital Platform for a Storied Publication
The Client
Founded in 1900, Princeton Alumni Weekly—known as PAW—is an editorially independent magazine whose motto is “by alumni, for alumni,” but is really for “everyone.” As part of the University, PAW reports on campus news and the alumni community, but as an independent outlet and with seasoned journalists. And PAW is more than just Princeton-related news, reporting on the national and global trends of the day. With a perspective and readership that stretches far beyond campus, PAW brings this content to readers around the world, whether they have an affiliation with Princeton or not. In addition to digital content, the magazine is published in print 11 times a year—more than any other alumni magazine in the world—and connects more than 80 classes of Princeton alumni.
Our Role
- User Research
- Experience Strategy
- Content Strategy
- Web Design
- Web Development
The Challenge
As an editorial platform of the highest caliber, PAW needed a website that complemented, rather than competed with, the print publication. Specifically, one that honored the publication’s rich history while incorporating best-in-class digital features and user experience design. The PAW team also needed a small yet crucial reframe: They always presented themselves by alumni, for alumni when they are by alumni, for everyone.
The Goal
Since PAW is at its core an alumni magazine, the new website needed to foster community and enable connections among that distinct audience. At the same time, since PAW serves all readers—affiliated with Princeton or not— it also needed to project the Princeton spirit of leaders, creators, and challengers working in every facet of human endeavor in a way that welcomes new and non-alumni readers who are interested in top-notch reporting in politics, arts, sciences, and any other study or discipline.
An Added Wrinkle
The new PAW website needed to be simple, flexible and robust in keeping with the best editorial publications of the day, while offering a distinct experience that would enable it to stand out and project its unique identity.
The new experience needed to be sleek and visually modern, while delivering the exceptional multi-modal storytelling characteristic of the Princeton experience in an intuitive, engaging manner.
The Work
- We started with in-depth interviews, talking with users, reviewing analytics, and evaluating PAW’s peers. As ideas and strategies were fleshed out, they were workshopped and validated with real users along with the PAW team.
- The PAW team needed to shift its mentality to one of a digital-first publication. The print and online mediums are not separate entities, but rather two parts of seamless continuum for their readers.
- The key to establishing a strong foundation was the content strategy, which guided PAW’s information architecture.
- It was critical to maintain and amplify PAW’s editorial independence, while weaving the “by alumni, for everyone” positioning naturally throughout the site.
- This was clear in our recommendations:
- Harness the power of Princeton, but don’t be limited to Princeton news alone.
- Rethink how to categorize stories in recognition of user interest
- Create categorical buckets (see ‘Disciplines’) that level up to and align with the prestige of the University.
- To be seen as a best-in-class editorial publication, the visual concept needed to compete with those of its peers—alumni magazines and news sources alike. The choice was to lean into sleek simplicity and rely on multimedia and high-quality visual elements throughout.
What’s Next?
With the website in place, now comes the fun part. Electric Kite and Princeton Alumni Weekly will continue collaborating to activate the content strategy. We’re excited to bring high-quality news and reporting to all readers who rely on PAW, time and again, as their trusted source in uncertain times.
Visit PAW
Princeton Alumni Weekly’s new website can be seen right here: paw.princeton.edu
Want to learn more about what EK can do for you? Let’s chat.
